Social analytics software provides functionality for gathering and reporting on data related to social media accounts. Social analytics products are used by social media, marketing, and communications teams that use social analytics tools to identify successful practices, target demographics, and analyze real-time consumer practices. Data scientists and researchers may also utilize social analytics tools to gather information about regions, practices, and tendencies. Social analytics tools allow businesses to gain a greater understanding of customer desires and responsiveness. The products aim to grow businesses by measuring the effectiveness of social media campaigns. With increased awareness of customer sentiment and business practices, teams can strategize to create more effective campaigns while improving customer satisfaction and brand awareness. Social analytics products often provide information that benefits social media monitoring software. Monitoring functionality can also be found within social media management software as a feature or social media suites as either a feature or standalone product.