It wasn't so long ago that social media analytics meant looking at one-off engagements—fans, followers, likes—and using this info to make major campaign decisions. That was the first generation of social marketing.
Considering only 6 percent of marketers consider themselves experts in the field of social analytics it is certainly time to invest more resources into the field. Next generation social tracking tools help marketers see who is engaging with their brand what those people are engaging with, and why they are engaging.
The tools also assist in refining the perfect content marketing message that will garner the greatest engagement from the brand's persona. Here is a summary.
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