Companies recognize the value of social media as a marketing and brand management tool, as well as a customer service and support channel, says research firm Frost & Sullivan. Social media is also becoming a core consumer and business-user forum. As a result, social media analytics is emerging as a popular tool to measure social-site traffic, but more important, to obtain meaningful, actionable and timely insights, the firm says.

New analysis from Frost & Sullivan's “Analyzing Customers' Social Voices” research finds the most important trend in social media analytics is cross-channel integration. Organizations are starting to integrate social media analytics with speech, text and Web analytics to cover all customer touchpoints.

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