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May 2012, Vol. 1, Issue 4

Social media analytics: Still trial and error

A customer comment can ring loud and clear on a social network, but social media analytics strategies to make that comment useful are far less precise. “The first thing companies are trying to do is identify what social analytics is,’’ said Paul Greenberg, president of consulting firm The 56 Group in Washington, D.C. "It’s a murky area." Companies will find an increasing number of analytics tools for social media that claim to deliver different levels of functionality to assess and respond to the social conversation. Organizations should first turn a critical eye to themselves to determine what engaging on social channels can give them, according to industry consultants. “You have to ask yourself, ‘What do I want to get out of this?’” said Denis Pombriant, CEO at Beagle Research Group, LLC in Stoughton, Mass. For more on social media analytics Read about growing pains in the social media analytics market  Find out what Gartner said recently about social analytics Learn about best practices in social media analytics ...

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