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Social Media Intelligence, Innovation in Focus

Posted on 10.31.2013

There's more useful data in social networks than you might think. That's good news for businesses that are decidedly set on leveraging social media to acquire customers (and retain the ones they have). The challenge, however, comes in actually extracting meaningful insights from the audience you've already managed to acquire, developing a rich understanding of user that can be used to establish or refine strategy and approach to acquire an even larger audience. 

Most businesses simply don't know the first thing about extracting useful data from the networks, but they won't have to look very far. We're profiling five interesting and innovative solutions below, but most of the leading social media management solutions can provide at least some information about your audience that can, at least in part, be used to ensure that the strategy you've taken is appropriate to acquire the customers you want. 

Website Magazine, for example, uses Sprout Social for our social media management and monitoring. The platform provides some basic audience demographics and we've learned know that a majority (67 percent on Twitter, 62 percent on Facebook) of our audience/followers are male and over 35 (63 percent of males, 75 percent of females). 

You may be able to extract that level of insight about the gender and age of your audience on your own, but for those who can't or those who struggle in doing so, are able to turn to data mining, sentiment analysis and social media intelligence platforms to fill the void. 

Social intelligence tools leverage the "big data" available about social media followers - and there is certainly a great deal of it. It's the next generation of social media tools and the intelligence and multi-dimensional insights they provide for brands, on consumers and influencers, delving far deeper trend analysis and an overall understanding of user behavior. 

In order to extract any useful information about your audience on social media networks, it's necessary to filter and group/classify millions/billion of conversations - on the top networks and emerging networks as well. The challenge is in finding a solution that can discover and deliver the insights and add the analytic expertise your brand need to grow its social media presence further. 

New solutions are emerging every day, so it's wise to stay in the loop on industry developments, but here are four solutions that can help your brand gather social media intelligence from its audience:  

 

  1. SimplyMeasured
     
  2. FollowerWonk
     
  3. Radian6 (Salesforce)
     
  4. Birdsong

 

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