Social media analytics is the practice of gathering data from social media websites and analyzing that data using social media analytics tools to make business decisions. The most common use of social media analytics is to mine customer sentiment to support marketing and customer service activities.
It should, perhaps, seem obvious. Social media offers a huge pool of consumers ripe for brand communication. But that attitude is dangerous in its brand-centric focus.
Social media isn’t about brands. It’s about people sharing their lives with others they know – or get to know – based on common interests.
Still, social is a wonderful place for consumers and brands to connect, as long as they remember one thing: Social media may provide your brand’s first and last impression, so both need to be good ones.
Just as buzzwords lose meaning over time, many brands lose sight of the value of Social Analytics because at first glance social data comes with a lot of noise. Nobody has time to sort through results that include spam, bots, and trolls to get to the good stuff.
When you have state of the art tools, however, Social Analytics becomes a treasure trove of consumer insights you can’t find anywhere else. Building on that, we’d extend the definition above to say Social Analytics is a collection of data unearthed via multiple techniques from multiple sources versus a single tool in and of itself.
The best investment you can make is in Social Analytics Tools that bring all of the above functionality into one place. This gives you a peek behind the curtain – and you’re smart to make it about looking and listening and learning, not pushing your agenda.
Think of it as having a VIP ticket to a show – it doesn’t get you on stage singing with the stars unless you build a relationship with them over time. Once they realize you care enough to come to every show you just might get pulled up to join them.
This is the best way to inspire engagement between your brand and your audience.
ANRAN 
Social media surely is a good publicity platform for brand. For companies, it’s more like a different kind of ad, difference is that the whole process including interaction between consumers and companies. Companies can get feedbacks of consumers from social media, which can guides what to do next.
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Your point on the difference between brandcast and social media is quiet impressive. I think you are right, traditional brand is like one node to send then other nodes to receive, but social media does not work like this. “It’s about people sharing their lives with others they know – or get to know – based on common interests.”
Besides, you take an example and make a scnario in practice(VIP ticket), it help me to better understand your words.
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This blog post is very good. I think the logic is clear and the structure is reasonable.
You interpret social network analysis from a consumer and brand perspective. Social network analysis can make business decisions, and this is the role that social network analysis plays in business.
Social Networks It is possible that social networks are the first and last impressions left by users on the brand.
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Your blog clearly explains the importance of social media analytics in business activities. I strongly agree with you that the right analysis of social media can increase business value
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Your blog is so fascinating. To be honest, I bury myself in these words.
Just as what you say, brand company should seize every chance to interact with customers and quantity their behavior records with state-of-art tools..
So, the key is connection, I think.
Thank U for your insight, really meaningful.
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The article is easy to understand and vivid. In my opinion, it might be better if there are more examples of applications
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