Measuring of how people feel about your brand is of primary concern for executives and the most common use case for social media analytics, that can help with Insights like
Health Check
Keep an eye on your brand health at large and understand how different channels are impacting your reputation.
Brand Association
When your customers speak about your brand, it is important to learn which brands, topics, and people are associated. And how is this affecting your brand.
Conversation Leaders
Influencers are important in shaping your brand reputation. You need focused analysis on them to champion advocates and convert detractors.