Marketers find social media analytics tools most valuable for helping with campaign tracking, brand analysis, and competitive intelligence, according to a recent report from Demand Metric and Netbase.
The survey of 125 marketers (70% B2B-focused, 13% B2C, 17% both) found that 60% of respondents use social media analytics tools for campaign tracking, 48% for brand analysis, and 40% for competitive intelligence.
A large number also use social media analytics tools for customer care (36%), product launches (32%), and influencer ranking (27%).
Below, additional key findings from the report.
Most Valuable Insights
The vast majority of respondents (66%) say the most valuable insights from social media analytics tools are those that help assess and quantify the degree of engagement.
Social Media Analytics Tool Use
- Overall, 61% of marketers surveyed use analytics tools for social media.
- 53% of the businesses that use social media analytics tools have started doing so in the past two years.
ROI
Despite the prevalent use of analytics tools, 70% of marketers surveyed say they still cannot quantify the ROI of their social media efforts.
About the research: The report was based on data from an online survey of 125 marketers (70% B2B-focused, 13% B2C, 17% both) conducted in December 2013 and January 2014.
