Development of social analytics offers a direct response to rising demands for quantification of corporate social media ROI. Marketing units are gaining more discretion over IT spending, and there is subsequent pressure to leverage existing infrastructure in achieving multiple business objectives. The Unified Archive® is the embodiment of this consolidated approach, allowing a single, elastic repository to ingest and control unstructured data for compliance, eDiscovery, records management, storage, and analytics purposes. With corporate social media archiving already long established for Facebook, Twitter, and LinkedIn content, ZL UA now offers sophisticated analytics tools to further extract value from existing data sources.
The single-platform approach opens the door for revolutionary real-time application of information that would be impossible with cumbersome third-party tools or data silos. Aside from generating basic descriptive metrics, ZL UA applies best-of-breed natural language processing (NLP) and semantic analysis to deliver deep understanding of consumer attitudes, product reach, and influence in the follower community.
The ZL UA social media analysis capabilities include several key features:
•Auto-Generated Visual Reporting
Graphical reports detailing interaction metrics for the corporate account are auto-generated as frequently as desired, allowing for highly responsive content management
Language-based analysis of posts tagging the official brand account are analyzed and weighted based on emotional content, giving a time-sensitive view of public perceptions
Posts tagged with the corporate brand are analyzed for sentiment in subsequent comment threads, gauging the original poster's influence and engagement among peers
Popular topics, tags, themes, and names associated with the corporate account are pinpointed and charted based on sentiment
Brand activity of both fans and critics is easily mapped at regional and global levels
•Historical Data Analysis
All analytics options can also be applied to past archived social media, providing a retrospective view in order to hone future digital strategies
"When used in isolation, descriptive statistics are overly simplistic and can lead to misinterpretation of social content," said
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Maya PattisonEmail Contact 781-894-1739
Source: ZL Technologies, Inc.