Final answer:
Social media marketers cross-reference customer opinions with social media analytics to better understand customer preferences and patterns in online behavior, which can guide targeted advertising and product development.
Step-by-step explanation:
To get a better sense of what customers want, social media marketers will often cross-reference customer opinions of the firm's products with social media analytics. Social media analytics involve a detailed examination of data from social networks to understand customer behavior and preferences. By analyzing this data, marketers can discover patterns and trends in opinions, engagement, and overall online behavior related to their products.
For instance, by leveraging social media analytics, a marketer might identify that users who express satisfaction with their products often enjoy certain genres of TV shows such as comedy or drama, suggesting a possible direction for targeted advertising. This can be more insightful than simply looking at competitor pricing or employee satisfaction, as it is directly connected to the consumers' online activity and sentiments.