Do companies REALLY care what customers think?

If not, they should! And there is a means to truly understand customers…

Social media analytics seems to be all the rage and for some, it is the Holy Grail to understanding customers’ needs, wants, desires, and opinions.  While much has been done in the realm of customer analytics, this has largely been focused on historical analysis of data behind the firewall.  This only tells one piece of the story.

Social media analytics enables organizations to add that missing link in customer analytics – sentiment.  What do people really think or feel about a product or service.  Yes, you can infer this information from historical purchase history or marketing/sales interaction history – But isn’t is just downright more accurate when you read something like: “This is the most USELESS product ever!”  or “I cannot believe that anyone would pay money for this piece of crap!!!” or “Hey, airline X!  A $10 voucher is not going to cut it this time!!!”

For you marketers out there, social media analytics can be a powerful ally as you determine how to position your offering, to whom and whether or not your messaging is resonating.  Social media analytics enables you to determine:

  • Who is speaking about your product – where are they from and what is their demographic?
  • Is the overall sentiment negative or positive?
  • What other topics are people speaking about which are related to your offering?
  • Are the people key influencers?

Now, many organizations, including marketing, make the mistake of looking at social media analytics as a stand alone set of information.  Those who see social media as a complementary data source will get a better picture of their customers and prospects.  Bringing Social Media analytics into the mix is part of a solid customer analytics strategy.

Tactically speaking,  marketers need to act on the information gleaned from social media.  Navel gazing will get you nowhere fast…….

Here are a few examples of companies responding to a social media crisis:

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