Marketers cant answer the question, What is the business impact of social media? They have difficulty measuring both the results of their social media efforts, and the impact of conversations happening on social networks and in online communities. Current solutions cant provide the answers that marketers need because they are disconnected from the systems that measure business performance. To analyze social media data, marketers must merge data from disparate tools using slow and manual processes that ultimately deliver little insight. As a result, marketers are managing social media programs in isolation and without the business context that makes social media data actionable.
Solution
Adobe SocialAnalytics connects social media to business results by integrating social media measurement and monitoring with multichannel analytics. It captures conversations happening on social networks and in online communities and correlates their impact with key business metrics such as revenue and brand value. It also directly measures the interactions businesses have with their customers in social media, including how Facebook posts drive site visitors and purchase behavior. Adobe SocialAnalytics enables marketers to use social data as an input to optimizing interactions with their customers and prospects across marketing channels.
Benefits
Make social media actionableMove beyond trends and engagement metrics by connecting social media to business results, and focus your efforts around what will impact your business. Obtain real-time marketing intelligenceDiscover the conversations and influencers that are impactful to your customers and business, informing more effective marketing strategies and messaging. Close the social marketing loopTrack the performance of your efforts on social networks, including Facebook Pages, Facebook Apps, YouTube Channels , and Twitter. Measure how engagement, such as Likes and comments, drives action such as orders and revenue. Bring social media into the marketing mixRemove social media from isolation. Make it both a component of your marketing mix and a valuable input to making your marketing efforts more relevant and effective at driving business results across all online channels: email, websites, mobile devices, and display ads. Monitor the pulse of your brandCheck the health of your brand relative to your competitors and industry. Understand how well you control the business-critical conversations, and benchmark the shifts in attitudes and behavior that drive your bottom line.
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