This week the northeast prepared for winter storm Juno. It was predicted that New York City could see up to 30 inches of snow. Jobs closed early, public transportation was shut down, state-mandated curfews were enforced, and grocery stores ran out of kale. The apocalypse seemed nigh.
I believe that social media analytics is only as useful as the action it elicits. What good is it knowing all about the customer that’s complaining about an internet outage, unless you also engage with that person, execute technical staff to address the problem, and update the customer when the issue is sorted out? Indeed, knowing someone is suffering and doing nothing to help is even illegal in some countries.
Most of us know the company Citrix from that little GoToMeeting icon on our desktops. But the company does more than just collaborative solutions—a whole lot more. Using the Birst business intelligence platform, the company made itself a whole lot more efficient in its inventory management.
Actionable Social Analytics is an evolving business discipline that studies social media metrics to help marketers use the findings to drive business intelligence. Going beyond measuring buzz, reach, retweets, likes and follower growth, social analytics aggregates and analyzes online conversations (industry, competitive, prospect, consumer, customer) and social activity generated by brands across social channels and empowers organizations to act on the derived intelligence to drive business results.