在过去，社交媒体跟踪的很多情况都是关注于非常基本的元素，比如客户服务跟踪、品牌跟踪等等。B2B这样的组织不能使用如此简单的跟踪元素。在这些情况下，公司需要关注的不仅仅是简单的营销方法(Benei, 2016)。星展银行的银行平台也显示出了有潜力进行社交媒体追踪的移动用户数量。据观察，该移动系统于2010年推出，短短4年就拥有100多万用户，通过互联网进行的交易约为2400万笔。星展银行在商业分析沃森(Business analytics Watson)等智能分析领域的投资表明，星展银行确实了解在线交易中消费者趋势改善的状况。
最后，这个案例研究并没有像社会媒体分析那样，在指标上给出一个清晰和全面的概述。为了成功地实现社交媒体分析系统，公司还需要开发所需的指标(Solis and Breakenridge, 2009)。下面给出一个分析跟踪的例子。
In the past, many of the situations of social media tracking were focused on very basic elements such as customer service tracking, brand tracking etc. An organization like B2B cannot use such simple tracking elements. It is necessary for the company to focus on more than just a simple marketing approach as presented in these situations (Benei, 2016). The DBS banking platforms does show the number of mobile users that hold potential for DBS social media tracking, too. Launched in 2010, it was observed that the mobile system has more a million users in just four years and has around 24 million transactions made over the internet. DBS’s investment in smart analytics such as the Business Analytics Watson indicates that DBS has indeed understood the state of improved consumer trends in online transactions.
Competitive Growth could be heralded here. Companies such as DBS are seen to suffer more in competitive mismanagement. Studies in the banking sector show that in countries like India and other South East Asia, it is observed that there are much more incentives for public banking and the numbers of consumers in public banking are higher compared to private banking like DBS. In this context, it is critical for businesses such as DBS to focus on niche marketing here, and it is critical for DBS to listen to what its consumers are saying about it. Both positive and negative marketing comments would be made and by being an active listener, it would be possible for DBS to invest in a more adept strategy.
Finally, the case study does not indicate a clear and comprehensive overview in metrics as used for social media analytics. In order to be successful in the implementation of a social media analytics system, it is necessary for the company to develop the needed metrics as well (Solis and Breakenridge, 2009). An example of the analytics tracking is given below.