No business can exist in isolation. The need to delve deep into understanding customer behavior and trends has become all the more crucial in this age of Social Media omnipresence. A powerful tool, Social media analytics (SMA) is a veritable boon for companies to unearth prevalent customer preferences by gathering and analyzing data spread throughout the Web, on diverse online platforms such as social media websites, blogs, photo and video sharing sites. This vast chunk of information enables businesses to gain valuable insights and proficiency; and helps them gauge the pulse of the market, which ultimately aids in converting information into robust actionable strategies.

1. Customer Centricity
Getting to the core of Social Media Analytics

2. No business can exist in isolation. The need to delve
deep into understanding customer behavior and
trends has become all the more crucial in this age
of Social Media omnipresence. A powerful tool,
Social media analytics (SMA) is a veritable boon for
companies to unearth prevalent customer
preferences by gathering and analyzing data spread
throughout the Web, on diverse online platforms
such as social media websites, blogs, photo and
video sharing sites. This vast chunk of information
enables businesses to gain valuable insights and
proficiency; and helps them gauge the pulse of the
market, which ultimately aids in converting
information into robust actionable strategies.
Introduction

3. Social Media: Decisive Communication Tool
The Internet has completely transformed the manner
in which business is conducted today, and social
media is a definitive communication tool in this
journey. In this advanced and complex scenario,
social media channels provide a plethora of
opportunities that were hitherto unavailable to
companies. Customer engagement is the key and by
employing the right methodologies visibility of brands
can be increased manifold—both at the local and
international levels.
Utilizing social media analytics makes perfect sense, because costs incurred in inbound
marketing are pretty low and at times even free. Given this fact, companies everywhere,
regardless of their size, are steadily taking the inbound marketing route to reach out to a
larger mass of customers, while substantially reducing market spend. In time, social media
platforms have become a kind of one-stop-shop for building and sustaining a strong brand
presence. This naturally translates into an upsurge in brand loyalty and increased sales.

4. Social Media Analytics: Gauge the Market
Instead of blindly rushing into the process, enterprises must leverage social media analytics
to decide the kinds of goals that will be advantageous to the organization, given the wealth
of gathered data. Among other aspects, the primary objectives include an increase in profit
margins, reduction in customer service costs; acquiring concrete feedback on products and
services and more importantly, enhancing public perception about the brand as a whole.
With these parameters in place, businesses next need to look into adequately defining key
performance indicators (KPIs). This step is critical as it helps to ensure a proper and
thorough evaluation of the data on hand, which will finally become valuable insights.

5. Utilize the Right Tool with Right Focus
By meeting basic requirements of tracking
consumer behavior on social media, the next
step will be to decide whether you want to
gather data for a particular campaign or a
recent social media phenomenon that’s
taking the market by storm. Enterprises will
have to use an array of tools designed to pull
out information on specific focus areas.
Concentrating solely on traffic statistics will
help if the desire is to study website
engagement on social media. But whenever
the campaign is greater in scope, a more
befitting metric would be Twitter results, for
example.
Social media is synonymous with immediacy. In fact, it would not be far-fetched to say that
this aspect is in many ways its USP. This propensity for instantaneous flow of
information/data/feedback is vital for companies to evaluate the level of success their
products and services.

6. Benefits of Social Media Analytics
Manage online reputation
and tailor campaigns
according to metrics.
Mine data from social
channels to reveal prevalent
trends and attitudes.

7. Augment business decisions
by analyzing and reporting
data for better outcomes.
Improve customer satisfaction
by customizing campaigns and
promotions to suit preferences.
Benefits of Social Media Analytics

8. Context-Driven Data
Almost everyone is a part of social media platforms nowadays. Facebook, Twitter, YouTube,
Instagram, Pinterest and Flickr boast of billions of active users the world over. With such an
amazing degree of engagement, the concept of sharing news, views, images and
information of any and every kind has flourished in leaps and bounds. This is therefore
without a shadow of doubt, the age of instant information. Enterprises must comprehend
that there is a voluminous amount of social media data up for grabs which encompasses
user data, geo-location details, comments, types of Web interactions and so on. These
components can be mined comprehensively into intelligible and easily configurable
dashboards, tables, charts and more.

9. Understand Market Pulse
In the past, various traditional marketing
practices faltered due to their shortcomings
such as being unable to measure ROI
precisely. As a result, the numbers were
most often tremendously subjective. One
must keep in mind that without the active
and proper use of social media analytical
tools, measuring the ROI of inbound
content marketing from social media
channels is no cakewalk either.
Enterprises that are lackadaisical in their approach to adapting to the latest online realities
are headed for certain failure. As mentioned earlier, it is the new generation of informed
consumers that dictates trends of attitudes. By utilizing social media analytics companies
can keep pace with market demands and in one stroke address various issues including
heightened customer service, amplified marketing techniques and support methods. In
addition to these benefits, businesses can also meet with a horde of other requirements
that range from supply chain management to human resource policies.

10. Orchestrate is a US based business process management organization with Headquarters
in Dallas, Texas. Orchestrate offers services to the diverse outsourcing requirements of
clients in an extensive range of businesses including IT, finance, mortgage and contact
center. We provide a comprehensive suite of technology and services to our clients that
help accelerate sales and boost their profit. Our comprehensive solutions and services
help SMEs and enterprises to implement technologies and processes that boost their
profitability across the organization.
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