Today a lot of what we call social media analytics is actually social media metrics, which is a lot of data telling a story of the past using great data visualizations.
Advanced analytics are already being performed inside large agencies, brands and social networking sites. Data analysts and scientists, many with advanced degrees in statistics and computer science, primarily do the work.
In 2012, we will see social media analytics companies releasing simplified SaaS (software as a service) tools for smaller agencies and brands to perform similar, less complex analytical functions. The tools will tell a story of not only what happened, but also of why it happened, and to model and predict the future.
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