78% of the companies have dedicated social media teams and only 26% of the companies have social media as the part of their marketing strategy. This shows that, they don't recognize the value of social media marketing and they don't trust social media data for decision making. Companies using social media for marketing or promotion mainly use two strategies for monitoring:

• Restrict to hash tag mentions: A strategy that leads to high precision at the cost of many missed mentions.
• Unrestricted keyword search: An approach that could generate numerous false positives.

But these strategies lead to false results. Now the question arises how to monitor social media accurately?

Rohini Srihari (Chief Scientist at SmartFocus and a contributor to Econsultancy) in her article “how reliable are social analytics?” talked about several ways for monitoring social media accurately. Some of them are:

• For comparison across brands and different content sources, you should consider the various features like share of voice, sentiments, sudden spikes etc.
• Sentimental analysis is best for analyzing trends like change in public perception.
• For location based analytics, a researcher should ensure that a sufficient number of samples have been obtained.

To know more follow this link: https://econsultancy.com/blog/66466-how-reliable-are-social-analytics/

Nowadays marketing is data-driven marketing and the more data you have, it is better for the company. Big Data helps companies ranging from small companies to huge multi-national enterprises. Every organization should take advantage of big data and the value it brings. It helps in analyzing campaign revenue, survey responses, tracking social mentions and assessing buying behavior and is also essential to unlock insight into emerging trends to design future campaigns. Tracking conversations via social media enable businesses to find out when a topic is starting to trend and what their customers are talking about. Social analytics will therefore open the door to responsive product optimization. Read more at: http://digitalmarketingmagazine.co.uk/digital-marketing-data/don-t-be-afraid-of-data-marketing-use-data-analytics-to-measure-progress-and-inform-strategy/1433

Big data is very much in rage these days and social media networks are some of the largest sources of big data. There are billions of posts, connections and shares which can be analyzed. Buried in this social data are insights that can help to progress advertising and give the aggressive edge. It can be expensive and take a lot of time to analyze social data.What are the benefits we are looking to achieve- Improving audience, positive feedback and praise, more engagement in conversations, better understanding of our target audience,converting people to customers and doing better than our competitors. Read more at: 

http://www.socialmediatoday.com/content/how-use-social-analytics-improve-your-performance

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Social analytics is now well thought-out to be an element of trade aptitude approach where statistical data is composed, analyzed and utilized in anticipating consumer behavior. The logical consequences impending from the social data used help business to turn into more approachable to the altering desires of their clients and market industry trend. It is also employ by online shoppers to analyze and examine the marketing strategies of their competitors. The exercise of analytics has happen to be an important instrument for businesses in accepting the collection of significant data that is obtainable to progress their market competition. Analyzing shared data can be very difficult when made physically. Use of an analytics tool can make the progression smarter, organized and can arrest main metrics that would be hard through human involvement. The Google Analytics is the accepted tool used by online marketers in calculating social metrics and signals.

. Read more at:

http://www.socialmediatoday.com/content/analytics-strategies-measure-social-signals