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It’s not easy deciding which of the many social analytics tools out there is best for your brand. Sifting through consumer reviews is time consuming – so we’ve done a bit of the work for you. Here are the top ten reasons our customers shared for switching to NetBase from other brands.

1. Other tools are just too complicated

You want comprehensive results, but you don’t want it to take a ton of set-up and expertise to get them. Sadly, some tools practically require a PhD to operate. That’s fine if you have a dedicated team of data analysts, but that’s not everyone’s reality. Our onboarding process is fast and easy, and we help you every step of the way.

And our tools range from search-bar simple to more complex – so you get to choose how you process social data. In either case we have tutorials and a team of people ready to help you learn how to maximize our platform to reach your business goals.

2. Unreliable performance

If your social analytics tools lag or experience frequent periods of down time, that’s costing you money. Any time you don’t have access to the insights you need you’re handing competitors an advantage. That’s not what you’re paying for.

3. Limited language abilities

Understanding social conversations wherever they happen relies on tools that “speak” multiple languages – even those that may be less common. How else can you know if you have an audience you hadn’t considered across the globe? But even that’s not enough. Social listening tools must be able to recognize and analyze sarcasm, slang, and pop culture references as well.

And what about visual languages – like emoji? Or images? These are also crucial to the accuracy of your data. Twitter may have increased its character count, but social users accustomed to previous limitations have learned to express themselves in ways that render text nearly obsolete. If your tools can’t understand these short-cuts, you’re missing a lot of the conversation.

4. Tools can’t measure sentiment

Sentiment is what gives social words context – and it’s the compass by which your brand should navigate when acting on social insights. It isn’t enough to know whether emotions are positive or negative – you’ve got to know the extent of these emotions. A lot of people may “like” your brand, but only the ones who are “obsessed with,” “in love with,” and “can’t live without” your brand are worth cultivating as influencers, to name one example.

On the flip side, negative sentiment sometimes points out complaints for customer service teams to manage – or sounds the alarm about a crisis about to explode.

And that’s to say nothing of the fact that identifying shared interests based on sentiment is how you segment your audiences and appeal to them on an individualized level. This is no longer optional, so you need precise sentiment analysis to guide you.

5. Behind the times on social data trends

One reason you’re using social analytics tools is to keep up with consumer trends, so the last thing you want is a tool that doesn’t do the same. Tools slow to catch up to brand needs like image recognition and analysis, or Instant Search technology, should leave you wary. You can’t compete with outdated software. A state-of-the-art social listening platform requires routine innovation. Anything less isn’t worth your time.

6. Don’t work well with other tools

Time is now a commodity, and brands need to capitalize on it by integrating services wherever they can. It’s also hard to be lean when it takes several costly tools to accomplish all the tasks you need to run your brand effectively. Social analytics tools that don’t play well with your CRM, social scheduling, and other tools are making your job that much harder. (By the way, our platform is very flexible in this way.)

7. No converged media

Similarly, you don’t have time to manually combine data from separated views of owned, earned and paid media. Luckily, there are tools – like NetBase – that offer converged media so you can see these insights in one place. That helps tell you which area is getting the best (and worse) results, as well as how your combined efforts are faring – without having to jump through hoops.

8. Overly-complicated dashboards and reports

Of course, your insights are worthless if it takes so long to understand them they’re outdated by the time you take action. Social conversations happen in real-time, which is why social analytics tools analyze in real-time. Seeing and understanding data in real-time is paramount to maximizing it – and visual dashboards make that happen.

With a glance you can easily see where conversations are happening, what topics are trending, where sentiment lies, and more. And if you want more detailed reports daily, weekly, monthly and beyond you have access to them. But you’re not limited to them.

9. Bad customer service

Mistakes happen. It’s how they’re handled that brings consumers closer to your brand, or sends them flocking to competitors. Many of our customers have shared about bad customer care from their previous social listening brands – and we’re glad they found us. We take pride in being available to handle customer issues quickly. We always want our customers to know we care – and to feel that in the service we provide. We know what can happen if we fail.

10. They just don’t have it all

The reality is, plenty of tools out there can do a number of things on this list – but they can’t all do it all. You may find yourself having to settle for a lesser tool if you’re a smaller brand, or just getting started with analytics, but eventually it’s worth the spend to have something reliable, cutting edge, and comprehensive working for you.

This list covers the top ten reasons our customers switched to us from previous social analytics solutions – but there are many more. When you’re ready, we invite you to find out for yourself.

Ready now? Talk to us about all our social analytics tools can do for your brand!

Image from Garry Knight

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