Why Social Media Intelligence Matters

Social media intelligence is very different from other marketing intelligence. It’s real-time, raw nature makes it exceptionally valuable to brands in every category – and we’re about to show you why, with some examples of it in action!

Here are some stats to keep top of mind that lend to the importance of capturing accurate social media intelligence:

  • In 2021, there were 66 billion people using social media, an increase of 13.13% year-over-year from 3.69 billion in 2020.
  • 78% of consumers made a purchase decision based on values in the past year. In addition, 55% of consumers said they are more likely to support a brand that shares their values.
  • 47% of people have used social media to complain about a business.
  • 79% of consumers say they trust the reviews they read online; this includes social media.

The Ultimate How-To Guide for Social and Media Analytics - Read Now

Social Media Intelligence for Real-time Intel

Presently, there are 4.66 billion people using social media daily – an increase of 13.13% from 2020. They use social media channels to keep in touch with friends, discuss politics, and shop. And the latter leads to them talking about your brand online with their friends.

Consumers use Facebook, Twitter and the like and their posts spread awareness of your company. And when it’s good news, that’s great for brand health and reach. However, 47% of consumers use social media to complain – and complaints left unattended to can quickly become a PR crisis, spreading like wildfire and affecting your brand health.

With social media intelligence, you can spot these posts and mentions in real-time, meaning as it happens. This allows you to be proactive by demonstrating to not only the disgruntled customer, but to all of your potential customers, that you’re listening and there for them. This is crucial to get ahead of when you’ve missed the mark in some way.

For example, Outward Hound did a fantastic job of spotting a customer’s complaint about a dog toy which received too much love and broke quickly. @nina_ottosson the designer of the toy and worker from the company reached out quickly to rectify the situation:


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A post shared by Una Luna (@una_luna_pitsky)

Without the proper social listening tools, this business may have missed this all together. Fortunately for savvy pup puzzle maker, this isn’t an issue thanks to their lightning-fast reflexes when it comes to responding to their consumers! Social media intelligence, which offers real time alerts, could be their secret weapon.

Social Media Intelligence Reveals Nuanced Conversations

There are many social media intelligence tools out there that capture when your brand is mentioned, but without natural language processing (NLP), there’s no way to tell how your brand is being talked about.

NLP is the technology that is used to decipher and perform deep parsing and grammatical analysis of data. With it, social media conversations are processed, normalized and organized into segments for you to analyze. It allows you see the subtle nuances of a consumer’s post that, for instance, make it a negative or positive mention.

For example, someone posting that “X brand is great” followed by an eyeroll emoji would be recognized as sarcasm, and then labeled accordingly. This is because NLP is able to recognize emojis as being a part of modern language and how consumers express themselves. Without NLP, this post may be recognized as a positive because of the word great. Your brand would miss the opportunity to address this complaint, or even know the conversation exists, allowing this negativity to spread.

Seventy-nine percent of consumers say they trust the reviews they read online – and what is social media but one big brand review? NLP can help you spot brand-bashing content before the news travels far and wide.

Here, we see an example of NLP at work. The attributes below are seen such as likes and dislikes of this top meal-prep brand, with associated sentiment expressed. If we examine the phrase, short customer isn’t talking about a person’s height. Instead reveals that a consumer felt the meals were lacking in protein amounts and they were being “shorted.”


NLP was able to extract sentiment form these attributes, shining a light on what this consumer is feeling.

Being proactive about these complaints shows your consumer that you care. This is crucial as 73% of consumers are willing to pay more for a product if they love the brand. Fostering that kind of love starts with engaging your consumers in good times, and especially bad.

NLP isn’t just focused on positive or negative sentiments however, it can pinpoint consumer buyer behavior, people names, slang words such as boi (boy) and smol (small) and other data. Plus, because it uses advanced AI, it’s getting smarter all the time.

Social Media Intelligence Captures Shifting Consumer-base

Society is advancing and changing, your brand needs to dig deeper into its audience. Simple categories such as male and female or age bracket no longer cut it. Getting to know your customer is about much more. Going beneath the surface allows you to find common links that bind consumers together such as professions, interests or values.

And speaking to that,  78% of consumers made a purchase decision based on values in the past year. In addition, 55% of consumers said they are more likely to support a brand that shares their values. Figuring out what these are allows you to provide targeted messaging that feels like it’s made just for them – because it is!

Below, we see demographic intel on our top meal prep brand. Our bubbles show different professions, the size indicating the number of posts this subset made in the category over the last month. Student takes up a large amount of people posting about this brand. If this company wanted to do a free meal promotion focusing on students who talked positively about them as a brand, applying this index would help locate and target them.


Additionally, by breaking your consumers up into more specific chunks you’re able to identify whole audience segments you may have missed out on entirely or who may be feeling ignored. Perhaps, that’s why they haven’t made the leap into purchasing.

Keeping track of segments by using social media intelligence helps your brand understanding how your audience changes and evolves. This keeps your brand current and on trend – something you need in today’s world.

What can your company discover about your consumers? Using social media intelligence, you can uncover the fine details which make up your consumers and meet them at the door with what they want. Show them that you’re not a faceless brand, but someone who genuinely cares. Be sure to reach out for a demo and being forging those lasting relationships with your consumers!

The Ultimate How-To Guide for Social and Media Analytics - Read Now

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