- Our Blog
Over the last 6 years, we’ve delivered social analytics through one very specific modality: reports. Today we’re adding an exciting and fundamentally different modality to our platform: the Social Analytics API. Reports offer a nicely packaged, simple, and fast way to measure and understand performance across social channels.
Every survey of marketers over the last decade has flagged “Social ROI” as the top challenge. It’s been beat up so much that it’s almost a dirty word (or five words). Yet, after a decade of discussion, only between 12-15% of CMOs can quantify the impact of social on their business. The challenge is understanding the “R” in ROI.
Social marketing has evolved. What was once an experiment that kept the intern busy is now a serious marketing function. Brands have made significant investments in social, but few would say that they are truly “data-driven” today. Access to the right data and insight is the key to enabling better marketing, but the current tools have failed to keep up with a rapidly changing market.
Measuring activity metrics like reach, engagement, and share of voice is widely accepted in social marketing today. It’s a solid starting point to quantify and optimize performance. But’s really just that — a starting point. These metrics are rooted in an assumption that engagement is valuable. We make this assumption because we fundamentally believe that social media is an im ...