Plenty of companies offer social analytics, but the industry seems to lack a unified definition of what constitutes social native marketing and how best to measure sponsored content on social channels.
And according to analytics company Socialbaker's CEO and co-founder, Jan Rezab, all content is going to move to social channels one way or another.
In June, Socialbakers acquired Chicago-based startup EdgeRank Checker to help the company hone its native ad metrics and help define standardization for social measurement.
Most recently, the company unwrapped a platform for tracking and ranking brands that produce the most consistently engaging content for their audiences. Socialbakers debuted the platform, dubbed Smart Storytellers, at Social Media Week in London late last month.
Socialbakers mines data from a number of social networks to offers marketers competitively comparative intel.
“We do math around publically and privately available data and visualize it in the best possible way across multiple networks,” explained Rezab.
With 300-plus employees, Socialbakers has more than doubled in size in the past year. The company is headquartered in Prague and operates 13 offices in 11 countries. Since its launch in 2009, Socialbakers has racked up more than 2,500 clients across verticals, among them Louis Vuitton and Nestle. To date, the company has raised $34 million in total funding.
Rezab spoke to AdExchanger about best practices for monitoring and measuring data from increasing social interactions.
ADEXCHANGER: What differentiates Socialbakers from other analytics companies?
JAN REZAB: Social analytics is a fascinatingly crowded space, but not if you differentiate between two types of companies. We should subtract data agencies that take data analysis from a company like us, interpret it and call it social media analytics. That is technically a social analytics service, but that sector is a service built on top of our data.
Social listening companies also aren’t exactly social analytics companies. Google Analytics is a form of social listening, for example, but it doesn’t offer intel from other channels or competitors. You’d have to look at someone like comScore on top of Google Analytics in order to add on market research, and you’d still need media monitoring. Socialbakers does all the monitoring, listening and analytics in one place.