What is one primary goal of social media analytics?

One primary goal of social media analytics is to evaluate past performance and predict future trends. This is crucial for businesses and marketers because it allows them to understand what content resonates with their audience, how campaigns have performed, and which strategies have been successful or unsuccessful. By analyzing data from past social media activities, organizations can identify patterns and trends in user engagement, helping them to make informed decisions about future content strategies and marketing initiatives. This predictive capability is vital for optimizing resource allocation and increasing the effectiveness of social media marketing efforts, ultimately leading to improved outcomes and enhanced return on investment.

In contrast, the other options focus either on actions that do not provide direct insights into performance, such as creating new social media profiles or simply increasing the number of posts made, or limiting the scope to just customer feedback, which is only one aspect of the broader analytical process involved in understanding social media effectiveness.