Social Networks Through the Lens of Analytics

SAS Social Media Analytics

The rapidly evolving social media landscape has managed to grip the entire world in its very clutches in just a short amount of time after its inception. Ever since Facebook was first launched back in 2004, a lot of other compelling social mediums have sprung up. They have challenged the status quo by offering unique features to both businesses as well as average consumers in order to reel them in and make them a regular user of their platform.

Now that we have exchanged pleasantries, let’s proceed to the main event: How can a business use one of the widely-used analytics tools to leverage the power of some of the most popular social media platforms?

A Side-by-Side Comparison of Social Media Platforms

Before we go on and talk about what we mean by Social Networks Through the Lens of Analytics, let’s first take a look at some interesting statistics related to Social Media that are sure to set the mood for what we will be talking about next.

 
Some Fascinating Statistics
  Facebook Twitter Instagram Snapchat LinkedIn YouTube
Industry Type(s) B2C/C2C B2B/B2C B2C/C2C B2C/C2C B2B/B2C B2C/C2C
*Active Users (in millions)  

1,871

 

317

 

600

 

300

 

106

 

1,000

 

 

Usage Purpose

Sharing content of personal and business nature Sharing content of personal and business nature Sharing personal and promotional content in the form of picture, GIFS, and stories Sharing personal and promotional content in the form of stories Sharing business-related information Sharing personal and promotional content in the form of videos
 

 

Business Presence

  • Personal Profile
  • Business Page
  • Personal Handle
  • Twitter Handle
  • Profile
  • Stories
  • Stories
  • Business Page
  • Groups and Forums
  • Channels

*The information stated in the table above is current as of January 2017.

SAS Analytics | Tools Offered by the Suite

SAS Analytics is a diverse set of tools which perform and serve numerous specialized tasks and functions. It is one complete suite which allows businesses to gather huge amounts of data from multiple social media platforms, a task which is close to impossible if performed manually.

It allows them to collect a range of content, including Facebook posts, shares, comments, and likes, Twitter tweets and hashtags, Snapchat and Instagram stories, and YouTube videos, regularly updated by both consumers as well as their rival businesses onto different platforms: All of this is done for the purpose of analyzing, using, and sharing key trends and other analytics information which so that it could be used for a range of purposes.

Let’s look at each of them individually to help you get a much better understanding of each tool present in the suite;

SAS Social Media Analytics

This particular tool is responsible for gathering and combining all the analytics data of the business associated with its accounts present on one or more social media platforms.

Although every individual platform has began to offer business users the ability to track and monitor this information, business analysts still have to independently open each one of these panels for gaining access to these insights. As such, this consumes a lot of time on their part and prevents them from having access to such information in one common place.

The SAS Social Media Analytics solves this very problem of business managers. By seamlessly integrating the company’s accounts with the system, employees can benefit from accessing all analytics information from one place. It presents a ton of information to users which includes;

  • The number of page impressions (including the organic, paid, and viral post breakdown)
  • Demographic information of page visitors (i.e. gender, age, location, etc.)
  • The number of likes, comments, and shares your page and content received (by post)
  • The daily, weekly, and monthly reach of your page and its content

In short, it presents all the information which might help them in a number of operational aspects.

SAS Text Analytics

Every piece of information is not quantifiable. This is why businesses use Natural Language Processing (NLP) to determine what users are saying and speaking on various social media platforms. However, this technique is somewhat inconsistent as it does not consider syntax, semantics, sarcasm, slang and other textual connotations as part of the analysis process.

This is where text analytics software comes in; in this case, the SAS Text Analytics software. It translates these words into numerical data to make it machine-readable in the most accurate way possible. It is used to analyze all that is being said about the brand on different social mediums, whether on their page or at other places within the space. Thus, it allows them to monitor what is being said in the form of posts and comments, the keywords being associated with the business, and other important factors to build on or address in a timely manner.

SAS Sentiment Analysis

This tool is heavily reliant on the function mentioned above. Through SAS Sentiment Analysis, brands are able to associate emotions to the text to ascertain whether the words spoken were said in a positive or negative context.

This allows businesses to quickly pinpoint a cause for concern (i.e. an unhappy customer) or an opportunity (i.e. customer suggestions), preventing the business’ reputation being tarnished and suggesting ways in which it could grow, respectively.

SAS Analytics | How Can Business Benefit from it?

All of the tools stated above equip the business with valuable first-hand market knowledge required to perform their day-to-day functions. As such, are used by businesses for various purposes. Here are some of the most common ways in which the data gathered through this software is used by different business departments;

Marketing Department

Analyze the demographic of visitors and design marketing campaigns which target those sections of the population in a much better manner.

Sales Department

Monitor which segment is the most profitable: Reward these brand evangelists for being your fan by recognizing and offering them with special discounts or souvenirs.

HR Department

Monitor how a job posting was received on each platform and then, concentrate your future efforts on those ones which proved to be more lucrative and productive than the others.

Final Word

To sum it all up, the SAS Analytics Suite can allow businesses to gain first-hand insights and use it to formulate a winning strategy, one which rewards businesses with more sales, a better market reputation, and once-in-a-lifetime opportunities to capitalize on the short-comings of their competitors.

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