NetBase, a category leading social analytics platform, took over the Intercontinental in downtown Los Angeles to host a summit focused on the next era of social analytics.
The two-day conference was packed with sessions and demos featuring major brands, agencies and industry experts. Plus, to cap off the event, NetBase experts provided training on how to best use the tool for users at all levels, from introductory to master.
At Purple, we believe integrated insights will be a big part of what’s next for social listening analytics. This was the topic of our presentation at the conference.
Since you couldn’t join us in LA, here are some key takeaways from our presentation.
It turns out a retweet really doesn’t equal an endorsement.
“Retweet doesn’t equal endorsement,” may be a popular Twitter bio disclaimer, but the concept has merit. What people post on the popular social network is often not a real endorsement of an idea or content in a tweet. So how can you fill in the gaps? One data source we frequently combine with social listening research is search data. We’ve found in our campaign work that search is often a powerful predictor for when a topic or issue is truly starting to resonate. By combing these two methodologies were able to get a better understanding of whether or not social conversations are causing people to take more action than a simple retweet and learning more about an issue
What people read and what people post online are often different.
Many people are guilty of retweeting a story with a flashy headline without ever opening the link. Even if someone clicks the link on a media article, it’s not always true that they read every word in it. By pairing social listening with media analysis, you can make up for the gaps in both data sets, and determine if the media narrative, beyond headline sharing, is influencing conversations on social media.
Understanding what your customers are saying on social, not what everyone is saying, is a critical nuance.
In no other part of a marketing organization is more time spent on people that don’t matter to a specific cause or brand than in social listening. When you flip from analyzing every post, no matter the author, to analyzing what relevant groups of people are saying, you can unlock the true power of social listening. This is an important tool today especially as more companies look to take political stances on issues. Distinguishing what reporters, politicians, brand enthusiasts are saying online can help you determine what is resonating with your target audience.
Connecting social conversations with changes in opinions and beliefs powers insights that are valuable at the c-suite level.
From millions of impressions to a tweet authored by a high-profile user, in social listening, it’s easy to get distracted by something that is interesting. The real value you can provide to stakeholders at the highest level of an organization is when you connect this data with opinion data. This allows you to truly understand when a high-volume online conversation is translating to shifts in beliefs, and helps you provide strategic guidance on whether to act or not on an issue.
Go here to learn more about the conference, including the detailed agenda and list of speakers.