What term describes the use of social media software to analyze online reactions to marketing campaigns?

• A. Social Analytics
• B. Sentiment Analysis
• C. Social Listening
• D. Market Research

Answer: (A)

Turning social data into actionable insights is what social analytics does. It uses software to collect and analyze metrics from posts, comments, mentions, and other reactions to a marketing campaign, turning them into measurable indicators like engagement, reach, sentiment trends, and share of voice. This framing focuses on extracting performance insights from social activity, not just listening to conversations or labeling sentiment, nor describing broader research methods. While social listening is about monitoring what people say and sentiment analysis identifies tone, social analytics centers on the data-driven analysis that shows how the campaign is performing.