There is a huge amount of social data out there that brands are trying to tap into, but seeking out the conversations worth listening to is only the first step.
You then have to translate the seemingly endless waves of data into something meaningful that can be integrated into marketing activities.
New research carried out by Econsultancy and Adobe shows that 41% of organisations feel that a lack of tracking capabilities and analytics is preventing them from harnessing social data as effectively as they would like.
Our Quarterly Digital Intelligence Briefing: Managing and Measuring Social looks at social media uses, challenges and needs from companies today. It is based on a survey of 650 marketing professionals.
Here are a few highlights from the report…
Technical issues
As mentioned, respondents to the survey cited a lack of tracking capabilities and analytics as the main issue preventing them from harnessing social data effectively.
Other frequent problems cited by client-side respondents were the fact that social data is stored in disparate tools (31%) and that social analytics are separate from multichannel analytics and business intelligence (31%).
However agencies were more likely to point to a lack of budget or buy-in from the top of the organisation (40%) and a lack of joined-up thinking (40%).