How Do You Define Social Media Analytics?

May 9, 2011
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Don Springer, our CEO, is going to be attending the Text Analytics Summit next week.  We’re excited to be included in such a great event.  To help with the build up to the event, we recorded a podcast with @sethgrimes and one of the questions Don was asked was to provide a 30-second definition of social media analytics.  I tried to copy down the exchange because I thought it might be a good one, and so here it is:

Don Springer, our CEO, is going to be attending the Text Analytics Summit next week.  We’re excited to be included in such a great event.  To help with the build up to the event, we recorded a podcast with @sethgrimes and one of the questions Don was asked was to provide a 30-second definition of social media analytics.  I tried to copy down the exchange because I thought it might be a good one, and so here it is:

Social media analytics is the ability to monitor consumer preferences, intentions and interests. It extends beyond basic  monitoring or the tracking of “likes” or retweets and must include other more traditional data to create a comprehensive understanding of your social consumer.  This is the foundation for allowing the enterprise to conduct targeted engagements: 1:1 and 1:many, to optimize social collaboration across multiple business functions: marketing, customer service and support, loyalty and advocacy programs, to improve the customer experience.

Social media can reflect in real-time consumer preferences, sentiment and intentions. It’s the immediacy and personal nature of social media that makes it unlike any other form of data.

What’s your definition?