The majority of marketers agree that social media analytics is an essential business development tool, per a report from NetBase, which surveyed more than 1,700 marketers, half of whom are from companies with more than $50 million in annual revenues.
While this year’s study sampled a much larger and geographically wider array of marketers than last year’s edition, the order of social analytics use cases remains the same in the results, led by community management and engagement and campaign strategy.
Roughly 7 in 10 respondents are using their social analytics data for community management and engagement, while about two-thirds use the data to inform campaign strategies.
These leading uses seem to be working out, with a majority of respondents agreeing that social analytics make their campaigns more successful, despite a large proportion (30%) not knowing if they do.
Also, survey participants report that “It helps you understand your audience and develop more effective content for them.” Read the rest at Marketing Charts.