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As the name suggests, Social media analytics involves analyzing data on social media to take business decisions.

Data is usually gathered from blogs, forums and social media websites (like Facebook, Twitter, Youtube etc.).

However, most marketers think of social media as a brand amplification or awareness generation tool (and not sales).

But social media is an integral part of today’s sales process which helps to know the prospects and establishing relationships.

This data contains very relevant & useful information about brands, competitors, Industry, consumers’ perception about different product, brands, services, etc.

Now-a-days, social media is the connection between brands and consumers.

But the enormous size and dis-organized nature of the data makes it very cumbersome to generate actionable insights manually.

For high-cost product marketers (for example, very high-cost modular kitchens), it is all about lead generation.

The sales team is more interested in good and high-quality leads than anything else.

Things get really useful when marrying social media data with internal data of the organization.

Displaying custom results for example, for one of the online bookstores based on what a visitor had tweeted about that day might push up sales.

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