Forrester’s Wave report has identified the top four social listening tools as Brandwatch, Synthesio, Sprinklr, and NetBase. The report evaluated 11 providers across 33 criteria, including data sources, data quality, and user interface. Brandwatch and Synthesio scored highest in the ‘current offering’ category, while Sprinklr and NetBase led the ‘strategy’ category.
Although all four platforms offer broad data coverage, Brandwatch and Synthesio have a slight edge due to their superior data quality. Brandwatch’s strengths lie in its robust data quality, user interface, and report generation capabilities. Synthesio, on the other hand, excels in its data sourcing and quality, as well as its global capabilities.
Sprinklr and NetBase, while having lower data quality scores, shine in their strategic vision and planned enhancements. Sprinklr’s strengths include its integration capabilities and vision for the future of social listening. NetBase, meanwhile, is praised for its language capabilities and planned enhancements.
The report also highlighted the growing importance of social listening tools, noting that they are becoming a ‘must-have’ for brands looking to understand and engage with their customers on social media.
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