Social analytics is the process of collecting, measuring, analyzing and interpreting the results of interactions and associations among people, topics and ideas from social media sources. This market examines social analytics solutions covering social filtering, text analytics, sentiment analysis, image analysis and public-facing social media analytics. It focuses on solutions that derive at least 60% of their revenue from software versus solutions that are mainly based on consulting services.
The social customer service market comprises applications that support social media as a component of an overall customer service strategy. Gartner classifies an application provider as a social customer service vendor if it supports customer service in one or two specific types of function: External communities: Often referred to as peer-to-peer communities, this software enables customers and partners to blog, post, rate products/services and construct ideas, as well as support peer interactions and offer incentives for loyalty. Social media engagement: Going beyond just monitoring social media for brand mentions, these applications are capable of responding to constituents on popular social networks and have case management.
Social Marketing Management (SMM) applications include the tools, templates and services to create, maintain and optimize a commercial presence in social environments. This market focuses on the vendor solutions that help you analyze and participate in social conversations. This is done through social listening, publishing, engagement (of broader audiences, as well as social user communities), reporting and analytics capabilities, and support for workflow and automation of SMM processes.