Benchmarking Social Data: The Key to Social Insights

Remember, you’re not analyzing data in a vacuum--it always needs context, and benchmarks provide the inflection point on which to build your insight stories over time.

Typically, when companies express an interest in brand health benchmarking, the discussion revolves around measuring a change in sentiment or share of voice over time. As they progress along the social maturity curve, their access to historical social data allows them to compare these metrics in subsets.