Responding willy-nilly to a few customers' Facebook postings might win a "Like," but not profits. Following customers on social media requires full use of monitoring and analytics tools.
That's because buried beneath untold numbers of social media postings are customers' honest insights on products and services -- the sort of reviews that companies pay for with surveys. But it's all there, free and submitted willingly.
Social media listening and analytics tools have thus gained importance in businesses. These tools help contact center agents and marketers observe customers' social output and respond accordingly to any talk about their brand.
The next big step is for more companies to make full use of social analytics. This shows patterns and trends in social media data and allows businesses to make decisions based on genuine consumer sentiment.
More on social media listening and analytics
ROI, budget prevent full use of social media analytics
Call centers see value in social media