Simply put, social
analytics refers to the collection and analysis of collected data on how users
interface with an organization. The majority of applications monitor activity
online, but we also engage with these tools whenever use a members card to buy
groceries, purchase items with a credit card, or even having something as
simple as a gym membership. Every interaction we make, from simple “clicks” to
purchases, records tiny bits of intelligence that can be cataloged, mapped, and
analyzed to better track user interaction and forecasting future trends.
There are a broad
array of tools that allow for different methods of cataloging and illustrating
social data. Two common headings for the subject are: Web Analytics and Social
Media Analytics. Web Analytics are the most basic and commonly used services
today. These tools—such as Google Analytics—capture and analyze data in the
following ways:
• Site visits and unique site visits.
• Pages that are most and least viewed.
• Search items used to find the site.
• Physical location of site visitors and
time of day site accessed.
• Web browsers and operating systems
that visitors are using.
By acquiring this information,
administrators can gauge the effectiveness of the site’s objectives and suggest
what areas need to be changed.
Social
Media Analytics often use more sophisticated methods of tracking and
organization’s influence over social media by tracking a variety of social
media sites and even the emotional quality of the comments made on these sites.
For example, Mood of the Nation is an analysis tool that catalogs tweets and
maps this data across population, geography, time, and emotional tone. These
tools can process this data into video feeds that demonstrate how these
qualities change over time rather than providing snapshots of data in static,
fixed cross sections. This can aid in the inference of the data as is simulates
the information in the dynamic environment that we live in; providing a more
timely and thorough assessment of an organization’s actions upon their
customers.
Social
data analysis is a crucial element to the constellation of data an organization
must understand to effectively steer the ship in the right directions at the
right times. With the speed social dynamics shift and the often unpredictable
nature of human behavior, social analytics are a vital tool to making more
effective decisions.
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