A Little Bit of Analytics

22 Feb

I am not going to pretend that I know much about the analytics of social media because the reality is that I do not. However, throughout the semester, I have learned about the importance of social media analytics through class lectures and guest speaker presentations. Today proved to be even more interesting as I was able to meet and discuss social media analytics that are relevant to a client project. Not only did this meeting emphasize the usefulness of analytics but it also revealed just how technically creepy analytics can be but in a beneficial way.

So what exactly defines social media analytics? Well, you can call this the metrics of social media or the collection and analysis of information which helps brands and organizations to better understand the perceptions that consumers have about the company. For the purpose of our group project, the analytics play a significant role in helping us to better understand our client and where they are at online. The analytics also help us to strategize how our client’s online presence can be optimized.

Some may still ask why analytics are so important. Well, analytics are good for business because brands and organizations care about what is being said about their products, services, and the company itself. In order for brands and organizations to grow and further develop, they must understand the conversations that are taking place among consumers. It is helpful to identify the trends and to also know whether the things that are being said are positive or negative. Not to mention the fact that brands and organizations want to know the effectiveness of their participation in social media.

For some bigger brands and organizations, the amount of information that can be retrieved can be rather substantial. For example, when using social medial analytics tools to obtain information about the College of Arts and Sciences for the University of Louisville there was very little retrievable information. However, when looking for information about its competitor, the University of Kentucky, the returned results were pretty significant. While there are several tools that help provide insights into the audience, real-time feedback, and engagement, not one tool can capture everything. My advice would be to try out Google Analytics, Topsy, Klout, or Bottlenose and see which one works best!



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