The Tower Framework for Implementing Social Media Analytics

The Tower Framework for Social Media Analytics

The Tower Implementation Framework for Social Media Analytics

Introduction

As we become more and more connected through a variety of online channels it’s becoming increasingly complex to keep on top of relevant content and conversations that we need to monitor, analyze and potentially act on.

Our ability to listen and act on these social signals holds the key to driving smarter and timelier business decisions across the board. We need to find more sophisticated ways to listen and analyze social data, turn that data into actionable insights, and then distribute those insights across relevant teams.

If you are wondering what your business can achieve with a social analytics strategy, the short answer is this – if you can listen, interpret, and act on key historical and real-time social data you will be leaps and bounds ahead of your competition.

 

Download a full copy of this guide – Jump over to Talkwalker and they’ll send you a really nicely presented PDF.  This is an awesome reference guide worth keeping – Download it now

 

Social media analytics opens windows into your competitors’ plans, it shows you the real impact of your products and services, helps you better understand the needs of your customers, and so much more.

To implement this level of intelligence you need relevant tools and, of course, a plan.  To help you develop a plan, RazorSocial have created a social media analytics framework with our partners Talkwalker who are experts in this field.

The social media analytics framework gives you the steps involved in taking advantage of social media analytics in your organization.

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We need to find more sophisticated ways to listen and analyze social data, turn that data into actionable insights, and then distribute those insights across relevant teams.

Many people think marketing is about creative approaches and copywriting. It’s not. Fundamentally it is about math. It’s about data and understanding your market better than your competitors.

Mark Schaefer – Schaefer Marketing Solutions

Target audience for this report

If you fall into one of these categories, you will benefit from this report:

  • Digital Marketing Agency/Consultant – If you are implementing a social media intelligence service for your clients you can follow this 4-step model.
  • Medium to large businesses – If you are implementing social media intelligence within your business and you want to use a framework to provide structure to the process.
  • Industry analysts – If you want to reference a framework you are free to reference this subject with appropriate attribution.

Social Media Monitoring versus Social Media Analytics

The social media monitoring solutions available on the market typically monitor and report on online mentions. 

The social media analytics solutions monitor the mentions, but also allow for deeper analytics of the results. 

When we talk about social media analytics in this document, we’re considering monitoring as part of it. How can you analyze without monitoring?

 

About the Framework

We’ve created the Tower framework for social media analytics as a structure for you to follow when implementing a social analytics solution across your organization.

Implementing a solution requires a lot of planning, research, and ongoing optimization to improve on results. 

This framework will help!

What is Social Media Analytics?

Social media analytics technology filters the relevant social data, presents it, and subsequently allows you to analyze and interpret the results.

Social media analytics has far outgrown its initial purpose which was to inform and optimize marketing activities. It is now being used across many departments, for example:

Department Example of Use
Customer Service Identify relevant issues according to the importance and distribute them to the most relevant team. Identify issues that may not be that important in nature but were reported by key influencers. Analyze overall sentiment of the audience.
Product Management Used as a tool to identify product-related signals and trends, understand customer perceptions of existing products, and track responses to newly released products. For example, if there were negative conversations related to specific product features you just released, identifying those conversations at an early stage gives you the opportunity to correct them.
Marketing/Sales Track conversations to help build marketing plans. For example, find out what is popular amongst potential customers and create more content around these areas. Identify leads and track conversations related to potential customers to drive sales.
HR Identify potential candidates by monitoring their social interactions and conversations online. Analyze the results and present the most relevant ones.
Public relations Identify and engage with key influencers that will help promote your product or service. For example, identify and track relevant conversations from journalists or bloggers.
Management Identify and understand trends in the marketplace. Analyze the trends to identify those that are most relevant to your business.
Corporate Brand health – Analyze your brand mentions and share of voice. Who is capturing the most share of voice amongst you and your competitors? What is the sentiment behind brand mentions?

This document provides a framework which will help you understand the business and technology requirements for implementing social media analytics into your organization.

The State of the Market?

As ad spend continues to move to digital and social the importance of analytics will continue to increase.

According to a recent report by Mordor Intelligence, the social media analytics market was valued at USD 2.91 billion in 2016 and is projected to reach 18.67 billion by the end of 2022 with a CAGR (compound annual growth rate) of 36.27%.

As the report says, the growth is related to the massive continuous growth in social media usage worldwide.  But it’s also related to companies recognizing the value of analyzing and understanding online conversations both happening in real-time and historically.

For the first time in history, ad spend on digital and social in 2016 surpassed that of TV in the US.

As ad spend continues to move to digital and social the importance of analytics will continue to increase.

The tool providers are also upping their game in this market.

We’ve seen that Talkwalker recently introduced image recognition and image analytics to their platform.  This is the ability to identify logos (and in a future release, objects) within images and report on them. 

You can now identify your logo within images, make sure there are no trademark infringements, and even track the benefit of sponsorship (e.g. track logo/branding).

As the majority of social media posts include images, this level of monitoring and analytics adds a whole new dimension to the data produced.

Video monitoring and analytics will play an increasingly important role as tool providers implement solutions in this area. 

We see this market growing aggressively for at least 10 years, as social plays an increasingly important role in our daily lives.   

One problem that needs to be solved in the marketplace is the restrictions imposed by some social media platforms in terms of access to data. They either don’t have an API available to access what is required or they don’t provide the necessary data. We need a minimum set of data provided by each platform in a standardized way to help us get a unified view of our potential customers. We expect to see new developments and agreements happening in this area.

The Social Media Analytics Tower

In order to effectively leverage social media analytics in your organization, you need to implement repeatable processes that will enable you to consistently improve results. You also need to have the tools in place that make social intelligence possible.

This is why we came up with the 4-step framework called ‘The Tower Implementation Framework for Social Media Analytics’ which details the critical steps to building a social media analytics practice in your company.

The framework is brought to you by RazorSocial and Talkwalker, both recognized as international leaders in their respective fields.

RazorSocial is known for its expertise in marketing technology, and Talkwalker has built a powerful social media analytics platform. 

The framework is brought to you by RazorSocial and Talkwalker, both recognized as international leaders in their respective fields.

Here is a brief overview of the framework. We will go through each section in detail in the following chapters.

Planning – Before you consider the technology to support your social media analytics needs, you need to create a plan that specifies what you are trying to achieve, e.g. your business objectives, people that need to be involved, defining what’s possible, company buy-in, etc.

Selection – Based on your requirements, you need to start the process of evaluation and acquiring the necessary tool(s). This process requires careful consideration and a clear idea of the goals you want to achieve.

Implementation – – Plan the implementation of the approved solution. Some parts of the implementation of the tool, workflows, and systems will be implemented before, during or after the training.

Review – Assess how teams are using the platform, reassess your objectives and see if your analytics strategy still supports them, work with the vendor to identify new features, etc.

Planning

Implementing a successful social media analytics framework requires significant up-front work, and the first phase is planning. During this phase, you may look at some tools to help understand what you can do, but the full evaluation of the tool doesn’t apply until the ‘Selection’ phase of the framework.

Here are some tasks to consider for the planning phase.

1. Understanding the objectives so you can build the processes to achieve your goals

If an organization’s aim is to increase revenue, it could be divided into several departmental goals that will help achieve the overall objectives.

For example, improved customer satisfaction is going to help increase revenue within your organization. Based on the results from previous years, you should be able to map increased customer satisfaction to revenue.

The single most important aspect to Analytics is ‘attribution’ i.e. where did a sale come from.

This is the bridge between marketing and sales, and should be easier than it is.

For online sales you can track using UTM codes, but for ‘leads’ you need to work back to the source and be diligent to connect the dots. And don’t be lazy, if you find 90% of your activity is feeding a crowd for free that never purchases, shift attention and approach to the 10% who pay you.

Martin Shervington – Plus Your Business!

So, as part of your intelligence framework you may want to implement specific measures to help improve customer satisfaction, e.g.

  • Identify and respond to relevant issues that are raised online faster than previous years.
  • Identify key influencers and better react to issues as they occur because their issues can fast become known to a larger group and lead to more negative conversations online.
  • Identify issues before they become real problems. Let’s say that, after releasing a new product, you find out through monitoring that there are potential issues which could escalate amongst many customers. This insight allows you to jump in and let your customers know you are listening. You could then resolve the issue with the development team and avoid any further escalation.

You need to create a plan which outlines your goals and objectives, as well as how you want to achieve them. This is going to be a helpful part of a requirements document you create for a tool provider when you get to the tool evaluation/selection phase.

2. People you need involved

Will all this be handled by the existing team or do you need additional resources to help? Who will be responsible for social media analytics across the organization and within each department?

If you don’t have the resources available in-house, this can potentially become a budget issue since you’ll have to allocate the funds to hire.

The people you will likely need involved are:

Project Manager – To oversee the implementation of the social media analytics solution. They are responsible for creating the plan and making sure everyone delivers on it.

Implementation consultant – You may need someone from the provider’s side, an external consultant, or someone internally to plan out the implementation and set everything up.

The team – You will also need to involve the team that will produce results from this solution. It’s important that you get the buy-in from the team at an early stage of the project.

3. Defining what’s possible

Depending on your knowledge of the social media analytics space, you will likely need to research the market.

  • What types of tools are available?
  • What are the rough costs? (no point in doing full evaluation of tools if you don’t have the budget)
  • What are your competitors/partners doing for social media analytics?

  • What industry reports can you get a hold of to understand where the industry is now and where it’s going?
  • What industry trends are going to affect the type of solution you’re looking to implement? For example, video and imagery are two important areas, so you’ll need to understand their impact on growth.

4. Company buy-in

At this stage, you should have initial conversations with your management to discuss the overall plans. You don’t want to go too far into deploying a solution before there’s an actual buy-in from the management.

Besides senior management, you also need to consider the team(s) of people that will be using this solution.   You want to integrate their requirements into the process.

Selection

Having the right tools is crucial to the success of your social media analytics program. With so many options available on the market, it can be challenging to find the tool that can best address your needs and justify the investment.

The range of social media analytics tools is diverse, suiting numerous applications. It goes from the basic tools for keyword monitoring, all the way up to advanced enterprise-level tools that encompass visual analytics, influencer identification, campaign management, sentiment analysis, and much more.

As you scale your social media program and try to derive more value from it, you will need to invest in technology to help you glean insight from the data. You want to make sure you invest in the right platform which not only has the functionality you need but is easy to use and has excellent support. Making the wrong decision means you’ll be investing in something that you’ll be getting no value from and will be a simple waste of money. Take time to understand for what specific objectives you’ll be using the platform for and see if it makes you smarter. If it doesn’t, you’re probably making the wrong choice.

Neal Schaefer – Maximise Your Social & Co-founder of Social Tools Summit

To choose the right social media analytics solution for your organization, you need to identify all the relevant tools, visit vendor websites, do the research, and book product demos. Ideally, you will narrow this down to three potential choices, trial them within your organization, and pick the one that suits your needs.

The following list of 11 areas to evaluate will help you find the vendor that fits your company’s requirements:

Area Description
Price Vendors in this area typically offer monthly payment plans, but there are also annual subscriptions where you commit to a tool for at least a year. The price will also depend on the functionality and any potential limitations of the tool.
Ease of use It needs to be relatively easy to get the data you need from the system.
Features You’ll want to do a full feature comparison with other vendors. See the section “Types of Features to Consider” for some suggestions.
Data sources and Language support Determine what data sources are required (e.g. websites, Twitter, Facebook, forums, etc.) and what type of language support is needed e.g. automatic language translation.
Media types Given how much visual content is being shared across social media, it will be increasingly important to do visual monitoring with the help of image recognition technology. As the use of video explodes, more support for video analysis will also be required in the future.
Integration Imagine if you identified a potential lead and you wanted to pass it on to your sales team. Ideally, you would click a button and the lead would be recorded in your marketing automation tool, like Marketo or Hubspot. There may be standard integrations with certain apps and possibly custom integrations.
Technology You also want to evaluate the technology to see if it will meet your needs. Will it scale according to your requirements? Will it find, analyze, and interpret the results quick enough? Is real-time really real-time (quite often it’s not)? Is it secure?
Customization capability Each organization’s processes and data requirements are different, so having the ability to customize your workflow setup and how data is presented could be really important to you.
Support What level of support is available and how responsive is the team? A trial can be helpful to assess what support will be like.
Company Who is behind the company? Is the company well-funded? What are the company values? What do customers say about the company?
Training What level of training is required as part of the implementation? Is there ongoing training provided?

The next thing you’ll want to do is to come up with a rating system based on the above chart. 

For each of the areas listed, you will assign an initial rating based on how important they are for your organization. For example, customization capability may not be a key factor so the highest rating possible is 5. The level of support, however, may be important to the organization so you may give it a rating of 10.

You’ll add up all the scores at the end to see how each technology vendor is getting on.

Types of Features to Consider

Social media analytics tools typically have a broad range of features, so the evaluation of specific features can be time-consuming. Here we’ll outline some key features to consider as part of the evaluation.

Visual Monitoring

Over the last couple of years, as the noise increased on the web, we started to rely more on visuals to capture our audience’s attention. This is especially true for the content we share on social media platforms. Posts containing visuals get more attention, more interaction, and consequently more reach.

Look at Twitter for example. They started as a text-only platform, but soon you had to have images in your tweets in order to survive.

Recently we’ve seen great advances in image recognition technology and social intelligence tools are becoming more powerful when it comes to their ability to search for visual content. These tools can help you find clearly identifiable objects, such as the logo of the company, within images. Good image recognition technology will identify the logo and present it as part of the social data listening campaign.

The social world is fueled by visuals, and going forward visual content recognition and reporting will become an essential part of any social data analytics platform.

It’s time for brands to step up their visual marketing – from images to infographics to video and live video. It’s not just about creating more quality visual content. It’s about leveraging (and measuring) user generated content (USG) as part of their visual strategy. With this, comes a necessary shift towards analytics. Smart brands are investing in technology that allows them to track brand mentions via images alone, even without text. Being able to effectively track all product and brand mentions “visually” gives brands greater opportunity for curated user-generated content. It also provides opportunities for collaboration with influencers and customers, allows brands to better manage brand reputation online and to show detailed ROI on sponsorships and marketing campaigns.

Donna Moritz – Socially Sorted

Trends

Identifying a trend at an early stage gives you an opportunity to act on that trend. The trend could be very positive or very negative and both can be dealt with if discovered on time. The social media analytics tool should give you this data by sending automated alerts.

Keeping an eye out for emerging trends in the industry will also help you create products that people will be interested in. It will also provide direction on how to best market those products to the right audiences.

The best thing about this capability is that it lets you stay current with today’s trends, while also letting you look at past trends and how they developed. 

Correlation with business data

Can you match up what’s found with the existing leads? Can you add the data to your customer records in your CRM database? Proving the value of social is critical and correlating business data with social data allows you to do this quickly and effectively.

Real-time reporting

Real-time reporting is reporting as it happens, not 15 minutes ago, not one minute ago, but right now!

With real-time reporting, you have a chance for real-time action. Imagine how you would feel if you mentioned a product in a negative way and the brand jumped in immediately to show you they cared?

Historical reporting

Besides reporting from the previous days or weeks, how about reporting from years ago? When you start using a tool you don’t want everything to start from today. With good historical reporting, you’ll be able to do advanced analysis from day one.

Boolean Operators

Most platforms will have some form of Boolean operator, where you use operators such as “AND,” “OR,” but more advanced platforms give you a wider range of choice. This is important as it lets you filter your data effectively and a key part of social media analytics is being able to sort noise from relevant data. The more efficiently this can be done, the more accurate and relevant your results will be.

Language support

For global brands, it is important to monitor social data in different languages. But if you’re reporting on content in many languages, you’ll either need to have a multilingual staff or get some help with automatic translation.

Use cases

Your social media analytics tool should let you create any use case your company might need and to customize it to your specific requirements.

Analytics

Does the tool include analytics capabilities beyond basic reporting? You want to see data that is immediately actionable and the tool might even provide you with suggestions on the actions you need to take.

Share of voice/share of industry topic

You’ll want to see that all your activity online is resulting in increased share of voice compared to your competitors and/or within your industry.

Implementation

Your social media analytics solution will most likely be a SaaS (software as a service) solution, so initial deployment will involve giving you access with instructions on initial setup.

When you adopt a new technology, there is typically a phased approach to implementation.

Registration

You will need to provide the relevant details to your staff to register their accounts. Depending on the tool, you may or may not have the capability to assign roles within your organization and set usage restrictions depending on the department/role.

Migration

Due to the nature of the technology, there may be no migration of data from one system to another. If you’ve done workflow mapping, then you already investigated existing workflows and mapped them to the new ones.
It’s important to capture any data or reports before you turn off the switch on the old system.

Setup

This is where you set up your searches to match the workflows you created.  Here are some ideas for the searches you could set up:

  • Company name – Monitor mentions of the company name. Also, consider any common misspellings of the company name.
  • Key personnel – You may want to track yourself and/or key executives within your company. For example, you will want to track conversations related to the CEO of your company.
  • Competitors – You should track the names of key competitors.

  • Products/services – If there are particular brand names associated with the product.

All tools will support Boolean operators where you use operators such as “AND,” “OR,” etc.  For example, if there were common misspellings of your company name you’d use the “OR” operator to pick these out.

These queries can get quite complex, but you’ll need to set them up to filter out the data that is not relevant.

Defining high level roll out plan

The project manager involved will need to create a high level roll out plan together with tasks for each section of the plan. The sections of this plan could include:

  • Define workflows
  • Organize staff training
  • Test Launch
  •  Full Launch
  • Follow up evaluation

When implementing the social data analytics solution within your organization you need to map relevant processes to each group that is going to use it.

Defining workflows for using the technology

When implementing the social data analytics solution within your organization you need to map relevant processes to each group that is going to use it.

You should do this in conjunction with the relevant team.

  • What are their objectives i.e. what are they trying to achieve?
  • Who is involved in the project and what is their role?
  • What is the process from identifying something worth investigating to a closure of this issue?
  • What are you going to measure to track success?
  • What is the escalation process when things go wrong?

Here is an example workflow map for identifying influencers that are influencing the perception of your product:

You want to avoid ad hoc workflows and define what is possible from the very start.  There will always be new workflows and changes to existing workflows, but the more work we put in up-front the better.

As soon as you start mapping out the workflow you’ll start to see areas of improvement and gaps that need to be filled.  Use a process mapping tool such as Lucidchart to draw out the workflows.

Creating a coherent measurement system

You are now ready to start analyzing results.  First thing is to make sure that the data you’ve collected is providing the right insights that can benefit your goals. This is the main prerequisite for translating findings into impactful action.

Insight from data analytics is the only source of long-term competitive advantage we have. The challenge is to truly understand what is going on in the world and respond more rapidly, more deeply, more passionately than the competition.

Mark Schaefer – Schaefer Marketing Solutions

In order to get relevant results, you need to ensure the right filters are applied to find the most important data. For example:

The most useful insights you can uncover from your social media analytics efforts are opportunities.

  • Influencers – If you are running an influencer campaign, you may want to filter data based on particular influencers.
  • Country specific – Mentions in certain countries may be more important than others, for example, one country could be contributing significantly more revenue than another one.
  • Language filters – The majority of monitoring tools will allow you to filter your search results by language, or to exclude languages that are not relevant.
  • Media types – Different media types may have different levels of importance, and also the mentions will need to be analyzed differently. For example, if you get a mention on a website you’ll want to know the authority of that website. If you get a mention on Twitter, you’ll want to know the authority of that person. The level of authority will affect the importance of a mention.
  • Sentiment – Besides tracking particular mentions, you may want to conduct sentiment analysis to understand the overall sentiment of conversation about your brand or product. This is never going to be 100% accurate because of the challenges in understanding context, nuances of languages, etc. but it will be an overall gauge.

The most useful insights you can uncover from your social media analytics efforts are opportunities – it could be a chance to create a better targeted ad campaign, build a relationship with an influencer, improve customer support response time, or update your product based on a common request from users.

It’s important to keep the information flowing between the right people in your organization so they can act on what they learn from the social data. The people responsible for disseminating relevant insights need to decide where to route the data for maximum impact – does it go to sales, marketing, PR, or support?

For example, when you make social data visible in your CRM system, sales reps can access it to get a better picture of the prospects and customers, build relationships, and close deals faster.

Review

The final stage of the framework is the review. During this stage, we perform ongoing reviews to ensure that we’re meeting our goals.

  • Platform review – We don’t always make the right choice with the platform we selected so we need to do ongoing reviews to make sure it’s meeting our objectives.  Also, the platform evolves over time so there may be new functionality or improvements to existing functionality we need to add. 
  • Process review – Are the processes that were put in place working effectively? We need to go through the processes with the team to see if there are any issues to fix or improvements we can make. 
  • Goal review – Are we achieving or exceeding our objectives?  We’ll refer back to our measurement targets to see if our objectives have been achieved.
  • Cost/Benefit analysis – On a regular basis we need to evaluate the cost of the tool, as well as the monitoring and actions we take. Are we profiting from the work we are doing? 

Without ongoing assessment, we won’t make the improvements required for a more efficient and effective process.

Using social media to promote your business or serve existing clients is little more than an experiment. Every tool, campaign, and process should be aligned with a business objective and then you must test your hypothesis against actual results. This is how you find what serves your goals and what doesn’t.

John Jantsch – Duct Tape Marketing

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral
Engine and the founder of the Duct Tape Marketing Consultant Network. His latest book, SEO for Growth – The Ultimate Guide for Marketers, Web Designers, and Entrepreneurs, is changing the way the world thinks about SEO.

Social Media Analytics Metrics to Track

When using social media analytics it’s important to remember all the different metrics that are available to track. To help with this, we’ve provided a metrics glossary called the social media analytics’ compass which gives an overview of the key metrics you need to track for effective social media analytics.

 

 

 

 

These areas are explained in the following table:

Metric Explanation How to measure Note: the tool should do most of the work involved.
Engagement Engagement is a measure of interest in the content you share. If you’ve got interest, you will also need to look at the engaged audience to make sure it’s a relevant audience! If you are supporting content with paid advertising, engagement is also important as it will be less costly on social platforms to boost content that your audience has already shown an interest in. Isolate the platform. Look at platform specific engagement stats e.g. Retweets on Twitter. Rate the engagement stat e.g. a retweet is more valuable than a like. Split between paid/unpaid. Monitor reports based on the above.
Reach A lot of people don’t engage with your content but that doesn’t mean they don’t see the content. So reach is also important. Impressions based on platform. Track the influencers that are generating impressions when they share your content.
Audience profile You need to analyze the audience to make sure you are attracting the right audience profile. It’s great having lots of fans, but are they relevant? Analyze the profile of the audience and content that is driving engagement.
Audience size The size of the audience is relevant if you have a relevant audience! You want to look at growth of the audience in conjunction with the audience profile.
Traffic Traffic generated to your website Filter out social media traffic through your analytics provider.
Sentiment Analysis What is the sentiment towards your products/brands – positive or negative? Reports provided through analytics solution.
Community Responsiveness How quickly you respond to comments/interactions Calculate average response times for any questions/issues raised.
Competitive Benchmarking Compare your performance against your competitors Ability to enter in competitors and report on key metrics.
Content Analysis Detailed analytics on content shared Track the performance of all content, including metrics such as reach, engagement, traffic, etc.

The biggest mistake people make with social media analytics is that they mistake information for insight. In other words, they assume that just because they have a wall of data in front of them the job is done. Actually, when you have a wall of data the job is just beginning.

The secret is to study the data long enough so that you can derive actionable insights from the information. As an example, most people look at their data and study the click through rates but did you know that the engagement rate is more important than the click through rate? In other words, a blog post that has a low click through rate but keeps people on the page for 2 minutes will generate a better ROI for your business than a blog post with a high click through rate that only keeps people on the page for 30 seconds.

In the end the key is to remember to take the time and energy to study your data; to look for insights that are important; and then to turn those insights into actionable information.

Jamie Turner – Author and CEO of 60SecondMarketer.com

The Future of Social Media Analytics

by
Christophe Folschette – Founder and Strategic Product Development Lead at Talkwalker

Where will social media analytics be in 5 years?

This is a question we get asked a lot by clients and industry experts but to answer this question it may help to explain where the industry is today.

Having started as almost an extension of media monitoring, social media analytics (or social listening) is now a key part of any brand or agency’s PR and Marketing arsenal. The term “Big Data” is often used in the context of volumes of data that have the potential to transform how businesses operate, and social media analytics is one tangible example.

We now have the ability to track data from all major social networks and over 150 million websites – this accounts for the vast proportion of all articles, posts, tweets, forum discussions and more taking place on the internet. It’s an astonishing volume of information with up to 500 million tweets published every day on Twitter alone.

The key now for platforms is to extract real business value from this data. To go beyond providing keyword mention volumes, engagement levels and reach, and instead to provide more precise, actionable insights that are relevant to each business and even each department’s needs.

At Talkwalker, we’ve already made big strides in this area with our unique Virality Map which helps marketers and PR professionals understand how major stories and campaigns spread across social media and the online world.  Our proprietary image recognition technology uses artificial intelligence to go beyond keyword searches to be able to monitor and analyze the content of the 1.8 billion images posted on the internet every day. This is a game-changing development for measuring the effectiveness of sponsorship campaigns and understanding brand perception.

But we always want to go further.

We believe the integration of artificial intelligence and social media analytics will see businesses able to not only answer the questions of today but also find hidden trends and predict potential issues that will shape their industry in the future. And this will extend far beyond the marketing and PR departments that are the main users of social media analytics today.

The future will see product teams being able to develop market-shaping innovations based on precise, large scale customer insights. Customer service teams responding to issues before they become a serious problem. Business leaders receiving the predictive insights they need to build a more successful vision for the future.

Ultimately, the aim is to make it easy for companies to use insights from data in a way that positively impacts their business. That’s our goal at Talkwalker and we’re well on the way to achieving it.

DOWNLOAD a full copy of “The Tower Framework for Social Media Analytics” to read at your leisure.  Our partners on this post (Talkwalker) will give you a nicely formatted PDF of this – Download it now

 

About Talkwalker

We would like to thank Talkwalker for their support in building this framework. Their contribution in terms of knowledge and expertise in this industry was extremely important.

Talkwalker is a social media analytics platform that monitors and analyses online conversations on social networks, news websites, blogs, forums and more, in over 187 languages with automatic translation of results. Talkwalker helps marketers to prove the value of their social efforts and enhances the speed and accuracy of business decision-making.

The Talkwalker platform encompasses the following capabilities:

  • Social Listening
  • Social Media Analytics
  • Reporting
  • Social Intelligence
  • Data Integration

The tool provides extensive social listening capabilities and deep analytics. The results can be exported into customizable reports that can be distributed to all teams within an organization through department-specific dashboards.

Talkwalker takes social data intelligence to the next level by providing tools for competitor analysis, influencer identification and monitoring, hashtag and campaign tracking, visual search through image recognition technology, virality analysis using the virality map and more.

It also offers integration with a variety of business intelligence tools, and enables social publishing through integration with Hootsuite.

With its set of pre-defined use case dashboards called Talkwalker IQ Apps, the tool can serve different usage scenarios allowing businesses to get social insights tailored to their specific needs, such as crisis management, brand listening, competitive intelligence, and others.

The Talkwalker platform is used by over 600 clients around the world, including Microsoft, HPE, Benetton and communications specialists such as Edelman, Peppercomm, Publicis, Ogilvy, and Weber Shandwick.

For more information, get in touch with us directly or visit the Talkwalker website.

About Ian & RazorSocial

RazorSocial provides marketing consultancy services and has extensive knowledge in social media and content marketing with a particular passion for marketing technology.  Our blog is focused on how to leverage marketing technology to become more effective and efficient with your online marketing.

It’s an award-winning site and was founded by Ian Cleary in 2012. Prior to working in social media marketing, Ian spent 15 years in the software development industry. He has been passionate about technology for as long as he can remember, which is evident in much of his work. 

Ian Cleary is considered one of the world’s leading marketing tools experts and has been featured on New York Times, Venture Beat, Forbes, and Fox News. He is also a regular contributor to Entrepreneur.com and, more recently, Forbes.

Ian is consistently named as one of the top social media influencers in the world (ranked number 8 recently by Onaltyica), he ranks in the top 50 content marketers globally, and is a high-profile speaker on marketing tech at industry conferences around the world.

He is a regular speaker at conferences such as Social Media Marketing World, Content Marketing World and MarTech.

Ian Cleary
Founder and CEO of RazorSocial

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