Social analytics is monitoring, analyzing, measuring and interpreting digital interactions and relationships of people, topics, ideas and content. Interactions occur in workplace and external-facing communities. Social analytics include sentiment analysis, natural-language processing and social networking analysis (influencer identification, profiling and scoring), and advanced techniques such as text analysis, predictive modeling and recommendations, and automated identification and classification of subject/topic, people or content.
Social media analytics helps organizations to identify which social media tools and strategies are measurably benefiting their objectives -- and which have a neutral effect or may even be hindering those objectives. This data helps organizations measure the return on investment (ROI) of their social media strategies, and to continually plan how to best use social media to their advantage.