There is more to social media than just creating a Facebook or a Twitter account. Social media marketing is more strategic than it actually seems to be and analytics company, NetBase, understands that. That is why it is helping brands “decipher what social conversations mean.” In an article for the BizReport written by Kristina Knight, NetBase introduces a method by which brands who are in on the social media circle can find out what customers are really saying about them and even about their competition.As an example of how it works, the article mentioned the fast food brand Chipotle as the big winner in a latest Brand Passion Index from NetBase, based on the Cinco de Mayo celebrations. According to the company’s data, Chipotle generated a 65 score (highest love) and generated 42% of overall chatter. On the other hand, its competitor Taco Bell garnered 55% of the overall buzz for Mexican food. Rosner further added that the Brand Passion Index helps entrepreneurs “capitalize on social media strategy.” According to the executive, tools like this “promote the good and deal with the negative” primarily by enabling the people behind the brands to clearly see what is going on in the sphere of social media which then helps them react to it properly and use the data for product innovation.
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