The use of social media analytics is a great way for public relations professionals to determine their audience that they want to target by effectively finding out their attitudes and opinions by gathering data about the target they want to attract on Facebook, Twitter, Linkdin, Instagram and other social medias.
Social media analytics can help a company by gathering data for public relation professionals to see what their target market is currently buying and using on a day-to-day bases and what that company is doing to attract them to their product.
Social media analytics are also a great way to find out all your social media interactions with the consumers by interacting with them on Twitter for example. People will tweet that they really like what your business is doing or what they dislike. For an example, the other day I tweeted how Tim Horton's forgot to put egg on my BELT. This was aggravating due to the fact that I am not a morning person and was looking forward to my egg sandwich. Tim Horton's then tweeted me back saying that they where sorry and to go into the establishment next time I’m around to inform the manager and then they would give me a new one.
Essentially, a social media analysis can show you and your company what you are doing right and wrong, if your business is attracting the right people and if your business is making the right impression on your audience, and also makes such that your customers are happy with what you are selling.