Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

4. Tools: Social Media Listening

In Chapter 3, “Picking the Social Tools of the Trade,” we talk at length about how to go about picking a social media listening provider. It is not an easy decision and should involve multiple internal stakeholders. Remember, if you are maximizing social media listening’s value to the organization, you are thinking about applications that extend beyond public relations and marketing. Listening has value to human resources, product planning, corporate strategy, and investor relations, just to name a few.

In Chapter 3 we also briefly mention that the social media listening space has undergone a considerable transformation over the past six years or so. Not only have the tool features become more robust, but also ...