How to start social media analysis (SNS analysis)
In recent years, social media such as Instagram and Twitter have become very important in corporate marketing. There are two ways to utilize corporate SNS, one for the purpose of disseminating information and the other for the purpose of collecting and analyzing information. In this volume, we will introduce the latter “information collection and analysis” twice.
First, I will explain two methods of using SNS for “information collection and analysis” below.
Method (1) Introduce a social media analysis tool (SNS analysis tool)
The SNS analysis tool is provided in SaaS format and is a tool that enables you to collect and analyze the “live” voices of users on SNS with various functions such as follower analysis and positive / negative analysis.
Developed and provided by a specialized analysis service company, it can be used from the web browser of the person in charge, and it is used by concluding a usage contract (about 2 million to 8 million dollar per year) for 6 months to 1 year. Since it is a SaaS type, the real-time property that can be used at any time and the expandability that the system is upgraded regularly are the advantages of using it.
Method (2) Use the reporting service of a research company
The reporting service (SNS analysis service) by a research company is a research company that has experience in consumer research and specializes in SNS analysis, and conducts analysis on behalf of the company.
Research companies create reports that use the know-how necessary for analysis, from data collection to analytical design using statistical methods, and provide them to companies. The cost is generally paid on a report-by-report basis and does not require a fixed-term contract, so the total annual cost is lower than the tool.
In addition, we may also be a tool agency, so you can consult with us about building a comprehensive analysis environment.
Which one should I choose?
Based on the above, the recommended points when selecting each method are as follows.
Method (1) Cases where SNS analysis tools are suitable: “I want to operate the tools myself at any time to analyze various things!” “I can secure a fixed cost of about 2 million a year!”
Method (2) Cases where services provided by research companies are suitable: “I want to leave the design and analysis to experts and utilize the analysis results in my business!” “I want to keep costs down as much as possible!”
Introduction of social media analysis tool (SNS analysis tool)
Here, we will first introduce 7 services that can collect and analyze “live” voices on SNS in method (1).
You can search about 59 billion reviews such as Twitter and 2channel. There are many tools that collect open data of SNS and provide services, but this service has a data usage right contract with GNIP etc. that sells Twitter data all over the world, and “Unauthorized collection of open data is prohibited. It is possible to respond even in the event of such a situation.
It is the No. 1 tool in the text mining SaaS market for 6 consecutive years. (Fuji Chimera Research Institute 2017 edition survey) Text mining capabilities are a strength because we have added collection and analysis functions to the text mining tool. In February 2018, we also implemented an image classification function using AI technology, making it one of the few tools that has both advanced text mining capabilities and image classification functions.
Einstein Vision for Social Studio utilizes AI-based image recognition technology to pick up image posts about your brand from four types of image libraries, including two million brand logos that are being rolled out globally.
Like other tools, it has a listening function that enables the collection and analysis of word-of-mouth data, while also having the function of operating a corporate social media account. Despite the amount of data that can be obtained and the excellent functions, the license cost is relatively low, so it is adopted by many companies.
Many SNS analysis tools have similar functions, but this tool is highly unique, such as measures against reputational risks, AI image analysis, and solution development based on online data collection and analysis. After the introduction of the tool, there will be study sessions and support for business utilization.
Equipped with functions such as alert notification, daily mail, trend analysis, related word analysis, and positive / negative analysis, it enables early response to reputational damage and quick and accurate response at the call center.
It is characterized by being able to optimize advertisement distribution in cooperation with the customer management system, and plays an important role when operating SNS advertisements. In a report released by US research firm ForestrReserch in August 2018, it has earned a reputation as a leader in the social listening industry.
The biggest advantage of social analysis is that unlike other marketing research methods, you can visualize the true intentions of users without the bias of answering questions. The true intention of an individual is very useful information for a company, and even if it is a complaint or dissatisfaction, it is a valuable step toward improvement.