SAS Upgrades Social Media Product

Business analytics giant SAS has enhanced its Social Media Analytics product with the addition of 'social scorecards', an 'author hub' advocacy measure, and improved competitive intelligence functionality.

Social scorecards help community managers to assess the impact of their social media activity, giving an overview of performance on channels including Facebook, Twitter and YouTube.

The author hub provides brand teams and customer care departments with analysis of online authors, helping them to identify and track their key advocates and critics, and the sentiments they express.

Users of the competitive intelligence function, whether in PR, MR or other functions, can now analyse perceptions of key competitors on social media; and the product has also added industry 'sentiment engines' aiding social media analysis and response for six new industries - online retail, hospitality and gaming, multi-channel retail, telecoms, retail banking and automotive.

Jonathan Moran, the firm's Global Product Marketing Manager, says 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'.

Established in 1976, SAS is online at www.sas.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.