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Want to locate tools to monitor social media conversations? Easy -- a keyword search will reveal individual tools, lists of tools and even reviews of tools. But if you want to know what business users are really saying about those tools and the experience of using them, there is a better way.
In this white paper, we explain why keyword search isn’t the end-all for marketing professionals when it comes to social media analysis — especially for those who view themselves as marketing technologists. We explore the shortcomings of keyword search. And we introduce an alternative: thematic discovery.