Nowadays an organization can track conversations across social media, analyze sentiment and opinions, and segment customers. An organization thinks that with the help of these tools they can get a complete picture of their customers. But this is not the case. Tracking and analyzing sentiment is an added advantage to an organization. But, in order to reach the next level marketers need to know who is talking about them and why. This is possible with the help of next generation social media analysis. Social media strategist should consider psycho graphics and interests of consumers in addition to the demographic grouping, conversation tracking and sentiment & opinion analysis. Read more at: http://digitalmarketingmagazine.co.uk/social-media-marketing/social-media-it-s-not-just-about-the-what-it-s-about-the-who/1162