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Social CRM For Dummies by Jon Ferrara, Stephanie Diamond, Kyle Lacy

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Chapter 14

Analyzing Data to Drive Results

In This Chapter

  • Realizing that data can be extracted from social media
  • Understanding that data goes beyond the numbers
  • Leveraging data to build deeper customer engagement
  • Planning for the ever-evolving social data

There's no shortage of information and data created through social media. Nearly every move we make online is traceable, and trackable. Every time a user likes, shares, or comments on a piece of content on Facebook, it generates a data point for Facebook itself, and for the content originator. Twitter users know when their tweets are retweeted, and Twitter provides analytics for reach and penetration.

For businesses, this data is a jackpot of insight into the social customer. This social data illustrates a customer's preferences, behaviors, views, ideals, and so much more. CRM 1.0 involved collecting basic customer information: address, phone numbers, birthday, place in a sales cycle, and so on, but social CRM data gives new life to your understanding of your customers. You get to know them on a more attitudinal and emotional level. You learn their sentiments.

In this chapter, we show you the best ways to harness the massive amounts of customer data generated in social media, and we help you identify ways to filter the good information from the less relevant data points. Finally, we show you ways to leverage gathered data to enhance customer experiences with your brand.

Understanding the Social CRM Data Storm

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