Social media data is a powerful tool for marketers, as it can be used to develop targeted campaigns, source user-generated content, identify your brand's strengths and weaknesses, and forge effective media plans, Nate Elliott writes. One caveat: Don't use social data to measure the payback from your campaigns. "Even the most optimistic listening platforms admit that their sentiment tools too often misclassify comments. The bottom line is that using social data to measure your brand simply doesn't make sense," Elliott writes.

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