Marketers are expanding their use of advanced social media analytics and combining the insights from those tools with other enterprise data to learn more about their customers and their prospects. survey from the Social Media Examiner found that 96% of businesses are using social media in their marketing efforts. Social media analytics can play a vital role in helping marketers gauge the results of their efforts and better understand how the world perceives their company, brand, and products or services. To learn more about how businesses are using social media analytics today and how they plan to use them in the future, UBM conducted a survey sponsored by IBM. In all, 389 business technology professionals involved in social media analytics at their organizations took part. Respondents came from companies of all sizes and a wide variety of industries.
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