Skip to main content

Social Media Analysis, Analytic & Tools Overdose (via SMT)


Social Media is growing at a pace that can be best termed as "unstoppable." Thousands of social media tools  have been invented, launched and then failed. 
The top social media platforms are reaching their maturity stage and look to be in a consolidating position, where their objectives and goals are set; and they know their potential. Financially, the major platforms seem to be on a profit making spree. Facebook, Twitter, LinkedIn & YouTube stand out of the crowd, whereas Pinterest, Instagram, Quora, Google+ are making their way to the top, but still have a long way to go.
But, what does the consumer do, where does he go from here?
On one hand, I feel overwhelming by all the products, application, contents and activities offered by my social media networks. Yet, I'll admit, I'm practically addicted to my social media platforms, so I'm a rather vulnerable target of these marketing gimmicks. Recently, I read 5 Tips for Avoiding Social Media Burnoutby Rachel Strella, and I could understand the need to occasionally unplug.
Don't get me wrong, there are brands that genuinely engage their loyal fans and give them a reason to follow. But there are also brands that just follow the leaders and come up with initiatives that does not add any value to their follower's lives. 
I see a lot of analysis, but I don't see a lot of action in response to that analysis. Every action, interaction, sentiment, timing of the action, frequency and intent gets captured. At a certain level, these insights are extremely important in planning, strategy & decision making. But it is extremely important to find out the motive behind these analysis. I don't think we've successfully figured out what is relevant to track.
I have subscribed to more than 120 social media tools to date and have found some deficiency in all of them - yes, each one. What starts as a suite of premium features, turn out to be just a tool that reports everything that is provided by 10 other tools. I haven't found one suite that is good enough to be the all-in-one tool that suits the requirements of all the members of our social media team.
Marketers lust after Big Data. The most important prediction for 2013 has been the over-reliance on tools that can crunch billions of data-points and give meaningful insights. 
Big Data does come in handy in getting some insights, but I worry that it is more of a fad that marketers and top level executives are falling for. The best insight can come from actually being on these platforms and talking to the consumers, receiving feedback and then taking action based on that feedback.
I know that a lot of readers may not agree on my point of view, and it is a topic that is open for discussion & debate. 

The Original Article is published on my Social Media Today Account here: http://socialmediatoday.com/tottology/1260761/social-media-analysis-analytic-tools

Comments

Post a Comment

Popular posts from this blog

Beware, Your Smartphone is Listening!

An evening with friends, discussion about the next adventure trip and suddenly an ad from an Adventure Travel Gear pops up. Good Coincidence. Discussing with a neighbour, which leather seat cover to buy for my car. in a couple of hours, I see an ad about Exclusive / Custom made Italian Leather Seat Covers for cars on Facebook. One more coincidence. Next day at work, working on a proposal for marketing on Whatsapp, the opportunities and the challenges in a country where DND is present but not strict, the spam messaging and brands like "Stayzilla" using whatsapp as a platform to share their offer-related ads. Same day, after a gap of 3 months, I see an ad from "Stayzilla". Coincidence? Maybe NOT. So we do a small test at workplace, with 5 devices (on high speed internet), latest OS and loaded with all the important apps. All the participants clear cookies, cache, etc and discuss a few brands that are not consumed /bought / browsed / Searched on Google or used by us. …

OME Meet-Up December

Minutes of the meeting: OME Community meet-up December- 2010Programme Outline:Introduction - attendeesand members Introduction - OME Community (by Suresh Babu)Introduction - NSRCEL and theNextBigIdeaconcept (by Suresh Babu)Introduction to e-commerce (Suresh babu)Presentation on e-commerce (A Malve)Q & ACoffee, Networking, and DiscussionsPower TipsPhoto SessionConclusionSunday, the 18th of December 2010 saw numerous new and most of the regular Online Marketing Enthusiasts get together for the tenth time, since the inception of OME in April 2010. From established brands to startups, from veterans to amateurs - the OME now boasts of members from several industrial sectors, who unite under the Central Pergola roof of IIMB to imbibe and share knowledge on topics of online marketing and most of all enjoy themselves immensely during the process. The start was as enthusiastic as the members on the floor; introductions revealed abundant inquisitiveness among all attendees to know what the …

Why is everyone monitoring everything we do on Social Media?

Social Media is proving to be the most powerful substitute to Market Research! Brands, Individuals, Analysts, Researchers, and Products are taking the Social Media Route for insights. B2B companies, who may not benefit a lot with their Social Media Presense, are also venturing on the Web, creating properties that support their existence. Take for example the PAL property created by Suzlon in India. Its about Pure Air Lovers Society, where Suzlon will plant 1 tree for every member who joins this cause! Globally, there any hundreds of MNCs that have started such campaigns that works toward social good. There are a few initiatives started by students, youth, and organizations to spread awareness of a Safer, Sustainable Planet! Companies can benefit in many ways: Their goodwill increases, they start understanding the audience sentiments, they can spread awareness of a few causes, and in turn, get an idea of what the people want. In short, its a nice way to build a credible database of rel…