Social media is a highly competitive and crowded space. It is very important to measure the effectiveness of your social media posts on the target audience. The response of prospects and customers on social media posts is crucial in determining how to craft your message better. After all, consumer and brand interaction through social media is one of the best things that happened to businesses.
For a long time, businesses have been using social media analytics to evaluate the effectiveness and reactions generated by their social media presence and posts. Crisis and brand health management are among the earliest use cases of social analytics.
However, social media analytics has evolved into one of the most important tools used by businesses for brand engagement and deep consumer insights. Below are some of the emerging trends in social analytics that businesses are using to gain competitive advantage.
1. Virtual Listening and Image Recognition
Image detection tools have become part of the emerging trends in analytics, as brands are increasingly using them to map out conversations that involve them. Social media conversations may involve the posting of pictures with company logos and brand names.
Through the image recognition tools, brands can work out where fans, critics, and prospects mention or see them. This information is then analyzed to understand the customer better or address any criticism directed towards the company.
The evolution of social analytics has seen innovation of tools such as virtual listening for Instagram and a pre-trained logo library tool that comes preloaded with logo variations allowing the brand to search for any brand logo they wish. Businesses are using these emerging trends in competitive intelligence to gather information on which sites and conversations their competitors are trending.
2. Influencer Identification and Monitoring
This among the hottest emerging trends in social analytics. Many business owners and brand managers know that one of the best ways to have your brand message reach your target audience is through brand ambassadors or social media influencers. These are social media users with a huge following on the social platform.
By turning them into your brand ambassadors, you turn their followers into your audience. Social media analytics have since incorporated into their tools, influencer identification capabilities. Social analytics tools are now capable of helping brands sort the influencers worth engaging and organizing them into lists that can be used in planning marketing campaigns. Companies like raspberry PI are known to use influencers even though they have a RASPHUB blog widely.
3. Transparent and Accurate CX Insights
Brand marketers receive huge volumes of data on consumer behavior. This data ranges from videos consumers watch on YouTube to their search activity on search engines like Google. It may also include location and travel patterns obtained from various GPS apps. Despite this vast amount of data on their consumers, many organizations hesitate to use it since it is biased.
To eradicate this doubt, social analytics powered by AI has been developed to filter out the bias and give better insights on how businesses can improve on their customer experience. Research shows that many consumers are willing to share their data on the condition that the brands come out clean on what they intend to use the data for.
4. Next-Generation Artificial Intelligence
One of the major milestones in social analytics is the development of AI-powered social analytics solutions. Leading companies like NetBase Quid have pioneered in the innovation of an auto-discovery insight tool called AI studio. The social analytics tool enables real-time insights discovery in the fastest time.
AI studio requires no user training and is one of the superior tools in the social listening arena. AI studio can auto-discover themes quickly and sustainably. The AI platform is fully automated and enables brands to discover both the obvious and unexpected. The platform is used across any consumer experience data sources to provide auditable and transparent results.