Market researchers: Get more from your social listening data

Worldwide, 3.6 billion people are using social media platforms, a number that is growing exponentially year-over-year. Digitally connected consumers are on social media platforms for hours and hours every day, scrolling, interacting, posting, and chatting. That’s a lot of valuable data for brands. The sheer amount of data coming in from social media can seem overwhelming. What if there were a better way to handle it? 

Our Regional Engagement Director, Keri Vermaak, shares in this simple, straightforward video that there is, in fact, a fast and efficient way to uncover what audiences are talking about and how they are behaving on social media: Harmoni. Our powerful online platform is made for handling large, diverse data sets, like the kind that comes from scraping social media. It gives users a single environment for handling data processing through analysis, visualization, dashboards, and reporting. 

In the example, Keri covers, she illustrates how a large brand obtained data from multiple social media sites, which they planned to run through an AI-powered classification tool to determine the basics, such as sentiment and behavioral segmentation. The data set was so large that they would have had to split the data up into several files to process it, losing some of the stories in the translation by stitching the data back together at the output stage. 

Instead, Harmoni was able to ingest and organize the data (consisting of data points in the hundreds of thousands) in a matter of hours. It handled the data with ease, allowing the team to investigate and interact with the data easily. For example, they could sort results by concept or key phrase with a single click or examine a specific point - such as source or post type - with a simple drag and drop functionality.

Not only can brands take a closer look at social listening data with a platform like this, but they can also combine it with other information, such as survey findings or sales data, to build a complete picture of their audience. Harmoni streamlines the sharing of findings with stakeholders through various reporting options, chart types, dashboards, and insights visualization options. 

Informing and supporting business activities with social media data has taken on renewed importance recently. Current events are driving social media usage up, and there’s no doubt people are sharing important information on these platforms. As brands try to understand a consumer living in an entirely different reality than they were a few short months ago, powerful ways to investigate and leverage this data are vital for success.

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