SAS today announced new features for SAS Social Media Analytics, which include social scorecards, an author hub, and new competitive intelligence functionality.
Social scorecards provide social community managers the ability to view channel activity over time, which paints a picture of overall performance across social channels, including Facebook, Twitter, YouTube and Flickr, to evaluate the effectiveness of online and social programs. The author hub provides detailed insight into various aspects of online authors across online destinations, giving brand teams and customer care departments more information about their best and worst advocates, including information on sentiment when interactions occur. The new competitive intelligence functionality provides public relations, research and development, and market research functions insight into how key competitors are perceived from a social perspective.
On the back end, several additions improve the value of SAS Social Media Analytics, including the addition of industry sentiment engines for online retail, hospitality and gaming, multichannel retail, telecommunications, retail banking, and automotive. These taxonomy-driven sentiment engines provide companies with the ability to quickly deploy SAS Social Media Analytics and apply the correct tone within industry-specific language.
"SAS Social Media Analytics provides departments across the enterprise with the ability to understand, predict, and act based on social data," said Jonathan Moran, global product marketing manager at SAS. "Simply monitoring online conversations isn't enough. What is important is being able to understand customer sentiment, engaging the customer in an open and authentic manner, and then leveraging that information gained from interaction in order to deliver value back to your consumers, whether through better service or more relevant marketing offers. With the ability to categorize data and apply sentiment at such a granular level, SAS gives companies the most complete understanding on how customers feel about all aspects of the business, plus the ability to recognize how online conversations affect business results."