In Seven Layers of Social Media (2015), Gohfar F. Khan defines social media analytics as “the art and science of extracting valuable hidden insights from vast amounts of semi-structured and unstructured social media data to enable informed and insightful decision making.” KI Data’s analytical capacities enable clients to optimize communications and public relations through:
1. Understanding Public Perception
Monitor perceptions of your organization or brand, and quickly detect any potentially negative developments. Keep track of questions and feedback from the public online and respond effectively.
2. Competitive Research
Evaluate the online presence and engagement of your competitors or other organizations in your sector. Understand public perceptions of different brands or organizations.
3. Campaign Planning and Measurement
Understand current social media trends to inform your communications strategy. Get rapid feedback on campaign performance and use insights to optimize engagement.
4. Understanding Audience Interests and Demographics
Understand your audience’s interests, demographics and geographical distribution. Identify key influencers, advocates and critics.
5. Conversation Theme Analysis
Identify trending topics in your sector and what is being said about products, services, programs and issues. Identify and build relationships with influencers and advocates.
6. Performance Benchmarking
Track your campaign performance over time and analyze what is driving online engagement. Compare your performance to competitors or peers and understand which communications strategies are working.
