Odds are, if you work at an agency and manage a brand, you’re already using social analytics or listening tools to monitor your brand presence on the Web. At first, the marketing promises of “real-time, social monitoring” sounded alluring. However, the reality is that most social analytics today often fail to meet your (and your client’s) expectations. Why?
It’s because most social analytics aren’t technically designed to do what they are marketed to do. In fact, there are three common myths you should know about social analytics: