Businesses Understand Value of Social Data But Few Know How to Use It

Businesses Understand Value of Social Data But Few Know How to Use It

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A Hootsuite survey found that most businesses see the value in social media data but many struggle to organize that data into a successful social media strategy.

A recent Harris Poll of 750 businesses conducted on behalf of Hootsuite found that while 86 percent of organizations agree that analyzing social media data is important, only 41 percent agree that their companies fully capitalize on that data.

Businesses that are used to structured data, like customer polls and focus groups, are often simply overwhelmed by the volume of real-time social media analytics and often fail to develop an effective strategy for responding to real-time customer feedback across social, from resolving customer complaints to engaging client audiences, according to Jeanette Gibson, vice president of community and customer experience at Hootsuite. Read more…

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