An Ultimate Guide to Social Media Analytics and Market Research

Online tools such as social media analytics provide businesses and brands with plenty of insights to apply in all fields of operations. However, these insights can only help if you understand how to get and use them- and if you stay updated on how they change as technology upgrades. This guide keeps you in-the-know on the metrics, skills, and tools needed to compete in a progressively international arena. It is a comprehensive series, covering some of the common features of social media analytics.


In order to understand social media analytics, we have to first define the term “social media”- something that has been gradually advancing since Myspace days and early Friendster. For beginners, there are various social networks for clients to choose, including Facebook, Instagram, Pinterest, and Twitter- to name the most popular ones. There is also Snapchat, YouTube, WeChat, Google+, Reddit, Tumblr, and LinkedIn. There are still some other social media platforms, which might not be as famous, but if your customers use them, that makes them helpful. These include Meetup, Flickr, and ASKfm, among others. Geographical location typically features a social network’s reputation; which is another reason you require social analytics to identify which ones your customers prefer. 

However, social data is not restricted to straight-up social media platforms. Fundamentally, insights can be found anywhere on the website where clients interact with other customers. That widens social media’s description of news outlets, review forums, blogs, and messaging apps.

Therefore, social analytics tools and market research examine all the customer’s data, sort it, and classify it to show what customers feel and think- details can be enchanted for your brand and business. Nowadays, the insights generated through social media analytics are far much greater than the simple metrics of counting comments, likes, and mentions just a couple of years ago. Social information has become multifaceted, and insight-rich goldmine products use to inform each field of operations.

Nevertheless, there are some new brands in the field social media analytics- either because they are a new company or because they do not comprehend the value social media analytics offer. To fuel customer and market intelligence for your company, you need to consult some specific companies, including NetBase Quid. 

NetBase Quid

NetBase is a customer and market intelligence online platform that delivers insights to show business trends, offer connection to clients, and helps you to understand the story behind your contenders and the market. Boosted by Artificial Intelligence (AI), NetBase provides maximum speed and precision of insights for client segmentation, influencer identification, real-time trend tracking, competitor analysis, and social control for brand health. Visual, customizable dashboards ensure that NetBase is ideal for social auditing since it is very easy to identify where you began against your current state and where you wish your product to be.

Since you cannot make the best of a chance that you do not understand, here are some of the essential components that constitute a strong analytics program:

  • Social listening

To totally understand your customers, you must do some bit of social listening. This component of social analytics helps you understand what your social users need, want, and desire. This is conducted by moving much beyond the scope of demographics to the exact information offered by psychographics. Psychographics include opinions, behaviors, and attitude to provide you with a full dimensional client image.

  • Social metrics

Counting- whether it is comments, likes, reactions, or retweets- is simply the beginning point, though an essential one. For instance, if the most you have ever had is five hundred comments on a post, then they suddenly rise to five thousand, you should know something is up. However, we do not rely on just counting since what it shows is still limited. Still, retweets, mentions, likes, and comments- let you know the audience is interested in talking about you and to you- even if you do not have all the information.

  • Sentiment analytics

Sentimental analytics is a vital component in the field of social analytics, but it is never independent. It layers in context for the other social analytics tools, such as social listening. Well, much similar to restrictions of social metrics, identifying that a topic is famous does not indicate whether that is a bad thing or a good thing. Should you brace, or celebrate for a crisis? Sentiment will tell you.


Bottom line

As you can see, social analytics is a multifaceted undertaking, with much of moving parts. Every tool has its role, and when integrated with the others, it can give you supreme insights. The tools are really worth the investment since they will ensure your brand is healthy even in the coming years. Understanding what social media analytics can do, and how to apply the tools to perfect client experience is what will make your brand keep thriving for the coming years.

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