The Importance of Social Media
Social Media and the Social Web has a bearing on all types of marketing communications, regardless if your business is business-to-business, business-to-consumer, a charity or a government department.
People can now express opinions and views that cannot be controlled or restricted – and most importantly share these views with the entire planet. The correct use of Social Media therefore has a massive impact for:
• Marketing and Web Marketing
• Market Research
• Public Relations
• Brand and Reputation Management
Social Media Analytics is getting order and analysis out of the massive swamp of information out there. It typically breaks down into the following areas:
Search: Finding the content so you can actually start the analysis (and finding the new sources that pop up every day)
Indexing: Logging and ordering all the information so it can be matched to topics, companies, people, brands, products – or anything else you want to find. A key necessity here is the ability to distinguish between relevant chat about “Apple” the corporation and irrelevant chat about “Apple” the fruit.
Language Analysis: Breaking down the language to work out what the author is talking about, and what their feeling towards the subject matter is (i.e. is it positive or negative)
Influence and Credibility: Working out if the author knows his subject and can impose influence on others
Mining: Searching all the results for specific topics, phrases or word patterns to allow for further detailed analysis
Intelligence: Presenting all the information above into meaningful reports, charts and summaries so that users can quickly extract trends and meaningful summaries
Please continue to find out more about Brandwatch – our service for Social Media Analytics - which covers the mainstream media as well as the social web.
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