Why Social Media Analytics is Dead.?

The era of social media analytics is over.

These analytics tools have played their part, but as artificial intelligence grows increasingly more nuanced and, well… intelligent — machine learning and intelligent automation is fast becoming the new standard for forward-thinking businesses.

Let me explain.

After social media platforms like Facebook and Twitter began their conquest for world domination in 2006, marketers and businesses began to recognize the importance of these channels and attempted to monitor and track variables deemed relevant to their goals.

Thus, the field of social media analytics (SMA) was born.

Social media analytics is the process of gathering data from social media sites and using that data to make informed business decisions.

Rather than do this manually, agencies and businesses have traditionally used social media analytics tools to handle this work for them.

This makes sense, right?

Who would want to go to the trouble of visiting every single social media site to manually count up likes, tweets, and shares, monitor the comments and record data from a hundred other variables? Not to mention having to work out influencer analysis, trend monitoring, deep filtering, and data segmentation.

That would be tedious — and as creative, thoughtful, and social beings, not a good use of our time. We appropriately delegated this data-crunching, social-media-analyzing work to analytics tools and became proficient at managing them.

Which made sense at the time.

But things have changed since social media analytics came to the scene a decade ago.

Our ability to develop and leverage artificial intelligence (A.I.) has increased steadily over the intervening years. This isn’t Arthur Clarke’s HAL 9000 type of artificial intelligence… it’s better.

With the ability to process billions of data points in seconds, use machine learning to adapt to changing environments (say goodbye to the Innovator’s Dilemma), and deep learning techniques enabling A.I. to understand humans like never before, we find ourselves at the beginning of a technological renaissance in ways that are impossible to fully comprehend.

The era of artificial intelligence is just beginning, and you can see it everywhere:

In the face of automation, social media analytics is no longer necessary. It’s like having a map in an era of self-driving cars. Speaking of which, Uber is buying self-driving cars.

With artificial intelligence software, you can execute an optimized social plan that leverages historical marketing data and the data of your competition, with minimal effort from your marketing team.

Using machine learning and intelligent automation, technologies like Cortex can save marketers from non-creative work — freeing up their time for more human-centered tasks like content creation.

While social media analytics tools take up significant time and resources in management and execution, artificial intelligence empowers content creators using pattern-recognition, competitive data, and by mining historical results to automate the planning and execution functions.

This sounds good, but where’s the proof?

Here at Cortex, we’ve been hard at work developing artificial intelligence systems that take the best parts of social media analytics tools and the best parts of bleeding edge A.I. technology and combine them into one comprehensive, automated intelligence platform.

On average, we’ve found that intelligent automation saves 10 hours per week and increases social engagement by up to 400%.

Those paying attention are finding that — similar to a decade ago — the work of the present can be made faster, better, and smarter with the adoption of technologies of the future. Artificial intelligence and the intelligent automation that it brings with it has officially made social media analytics tools obsolete.

Welcome to the future.

amardeep kaushal

Blogger, Marketer & Data Analyst.

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