IBM Social Analytics: The Science Behind Social Media Marketing

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IBM case study

Company: IBM

Published: 11 April 2014

Business Area: Social Media

Format: Portable Document Format (.pdf)



Marketing professionals in almost every industry are under pressure to deal with the explosive growth of social media. "Dealing with it” means, first of all, being aware of what’s said about a company’s products and brands in various social media channels. Marketers then need to incorporate social media tools and analytics into their marketing strategies in order to optimize their return on expenditures and help grow revenue for the business.

This white paper will focus on IBM technology that marketing professionals are using to learn about their customers’ attitudes, preferences and buying habits from what they say on publically available social media and through the full range of interactions that can be recorded, measured and analyzed. It discusses how marketers can combine that knowledge with other sources of customer information to guide marketing decisions and shape marketing campaigns, cultivate relationships with online advocates to help steer product development, and, ultimately, boost sales and revenue.

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