Homenewsabout usContact UsWebsite

What social media analytics can't tell you

Companies don't know it yet, but there's a gaping hole in the big data they're using to analyse customer behaviour.
In their efforts to become more customer-centric, companies increasingly are relying on the big data they collect from social media analytics tools to help them understand customer behaviour. However, if you're using social media analytics to guide your social, marketing, and overall business strategies, you face a very real risk of misreading your customers.

We've discovered that 85% of social media updates originates from less than a third of social media users. More importantly, the buying behaviour of this slice of enthusiastic users differs in important ways from the rest of a customer base.

Written by Author Alexandra Samuel, with contributions from Vision Critical Founder and Chief Product Officer Andrew Reid, What Social Media Analytics Can't Tell You explores the different types of social media users, how their behaviours differ and what's missing from social listening.

Based on a collaborative study with three of the world's leading brands, Vision Critical was able to uncover some fascinating behaviour amongst social media users on Facebook which may have significant implications for marketers in the way that we listen to social media analytics.

In a nutshell, the study observes how social media users can be categorised into three groups based on their weekly behaviour:

What social media analytics can't tell you

More importantly, for the first time, we can tell companies exactly what they're missing when they tune into the noisy minority - because we've uncovered exactly how social media "enthusiasts" differ from the vast majority of people on social media.

What social media analytics can't tell you

Listening in to only the posted commentaries, links, and uploads of enthusiasts, could mean that analysts could be ignoring the silent majority. The vast majority of Lurkers and Dabblers, while not posting as much as Enthusiasts, are still actively participating and visit Facebook at least once a day. Ignore these customers at your peril...!

What social media analytics can't tell you

The report includes demographic summaries, social-inspired purchasing, popular Facebook topics, sharing information and being more customer-centric.

Interested readers who are keen to read more can go to download the full report and read at your leisure.

What social media analytics can't tell you

What social media analytics can't tell you

Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure communities of customers they can use continuously, across the enterprise, for ongoing, real-time feedback and insight. Designed for today's always-on, social and mobile savvy customer, Vision Critical's technology helps large, customer-centric enterprises discover what their customers want so they can deliver what they need. Unlike traditional customer research, which is slow, expensive and gathers dust on a shelf, Vision Critical's customer intelligence platform replaces static data and cumbersome reports with real-time actionable customer intelligence that companies need to build better products, deliver better services and achieve better business outcomes.


nudge is an independent online market research company based in South Africa. nudge builds and maintains online communities for purposes of consumer research across Sub Saharan Africa. We enable our clients to get insight up to four times faster than what they would typically get with aging, traditional methodologies.

nudge is part of the Vision Critical Partner Programme.

Visit to learn more about nudge's offerings and capabilities.

18 Jun 2015 10:51