Social media marketers talk about the kinds of analysis that is needed for a successful campaign.  As Social Media Marketing (SMM) is becoming more and more competitive it’s important to know what marketers can provide your organization.  Below are four types of analysis that SMM groups may provide.  Any good SMM group is going to do the first three of these four, but only the most elite groups are able to do the fourth.

Cluster Analysis looks at how words are gathering (clustering) in relation to your search topic. It finds the words that are mostly likely to be associated with your search word, and add insight into what’s being said about your brand.

Semantic Analysis strives to understand what words mean in context. Semantic technology goes deeper than cluster analysis in that it adds the ability to identify entities and nuances in language. I.e. orange (the fruit) vs. orange (the color), live (in concert) vs. live (to fight another day), lead (leadership) vs. lead (the metal), etc.

Sentiment Analysis helps you understand how the public “feels” about your brand. It compares negative, neutral and positive comments about your brand which helps you identify your “brand evangelists” as well as those who desire better customer service.

Geographical Analysis filters online conversations by region and allows you to participate in local conversations. This is undoubtedly the most important kind of analysis for local businesses to succeed in SMM. For example, if you’re a dentist in Akron, Ohio you don’t want to know about conversations about dentists in Orlando, Florida. You especially don’t want to wade through the millions of comments globally. You only need to know what people are saying about teeth, dentists, cavities, and tooth whitening within about 50 miles of your local practice. My partners have developed a patent-pending technology that allows us to track, sort, filter, and interpret local conversations for you.

If your organization is delving into SMM, be sure to understand and utilize all the tools available. Make sure that your marketing representative is doing this as well.

For more information about 3-T Marketing and my partners click here.