Blog by EXTROSS sᴏᴄɪᴀʟ ᴍᴇᴅɪᴀ ᴀɴᴀʟʏᴛɪᴄs Social media analytics is the practice of gathering data from blogs and social media websites and analyzing that data to make business decisions. The most common use of social media analytics is to mine customer sentiment in order to support marketing and customer service activities How can it be used for lead generation? With the introduction of social media, humongous amount of unstructured data is produced every second on the internet. This data contains very relevant & useful information about brands, competitors, Industry, consumers’ perception about different product, brands, services, etc. Now-a-days, social media is the connection between brands and consumers. However, most marketers think of social media as a brand amplification or awareness generation tool (and not sales). But social media is an integral part of today’s sales process which helps to know the prospects and establishing relationships. For high-cost product marketers (for example, very high-cost modular kitchens), it is all about lead generation. The sales team is more interested in good and high-quality leads than anything else. The extensive reach of social media grants it potential as one of the most powerful lead generation tools, as social media allows sales people to see what prospects are saying about their brand and competitors. But the enormous size and dis-organized nature of the data makes it very cumbersome to generate actionable insights manually. Luckily, we can overcome this situation easily with the help of Analytics. Social analytics taps and analyzes consumers’ opinions converting them into insights, which helps businesses & marketers in identifying potential leads, areas of customer satisfaction or any customer grievance for a product etc.

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