On Listening Platforms
The space is tremendously fragmented because social itself if fragmented, unstructured, and ill behaved.
Broadly, there’s ‘listening’, which has its origins in the PR space, and then there’s marketing performance, which has its origins in the analytics space. Although there are nearly 250 (+) ‘listening’ companies out there, none of them will have a solution that fits your unique set of circumstances, biases, and needs. You are simply not a PR person.
Web analysts entering into social should be prepared to confront fragmentation and complexity on a level that they have yet to experience. If you work in an enterprise with more than 150 people, you will rapidly reach a stage where you will not be able to keep pace with demand for basic reporting – little though insight generation. It’s simply such a beast.
Solving this problem is among why I went to Syncapse.