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The limited success of Social Media Analytics

The strength of social media is that it can answer questions you had not asked and perhaps had not even thought of. Its weakness is that it can't answer most of the questions that market researchers' clients ask. There have been some successes and a couple of examples are

• Assessing campaign or message breaks through.

• Identifying language, topics and ideas.

• Outside market research.

But the key problems are:

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