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Do YOU Have What it Takes to Effectively Analyze Social Data?
Ian Michaels / Social Media Today / November 11, 2013
It is estimated that the average internet user spends a quarter of their time on social media sites each year. With over 400 million tweets a day and 10 million Facebook apps (and growing) the social frontier is evolving at an alarming rate – and with it comes exponentially more data from your target audience. According to Gleanster Research (see the Deep Dive “Leveraging Social Data Expertise to Maximize the Value of Social Listening”), 85% of brand marketers believe social media is critical to the marketing strategy. It turns out that it’s not so difficult to engage consumers on social; anybody can create a brand presence on social channels.
The difficulty is actually building relationships with customers and delivering engaging brand experiences, and that demands understanding, comprehension, judgment, interpretation, and, most importantly, listening. As the Greek philosopher Epictetus said, “We have two ears and one mouth so that we can listen twice as much as we speak.” Nowhere is this more important than in the realm of social media, where consumer options, desires, wants, and needs are readily available. But it’s one thing to listen, and it’s quite another to interpret and react appropriately – analysis, that is to say, often demands an entirely different set of skills. Brands have become increasingly adept at social listening, which means the data exists, but what do you do with it once you have it? What skills are required to extrapolate meaningful strategy and business decisions from social data?