This Week in Social Analytics #7

Welcome back to This Week in Social Analytics, our continuing round-up of some of our favorite posts on social analytics, measurement, Twitter and other items that caught our eye over the past week. Enjoy, and please let us know what you think.

Twitter drives 4 times as much traffic as you think it does
In two related posts, awe.sm co-founder Jonathan Strauss and investor Mark Suster discuss how traditional analytics tools can be underestimating your referrals from Twitter by a significant amount. Understanding sources is key to understanding how to direct your marketing efforts. But, using traditional tools to analyze referral traffic is not accurately accounting for traffic from social sharing.

You’re Using the Wrong Social Media Metrics!
Simply counting basic social metrics such as +1s, likes, followers, retweets, and the like is interesting and they are easily captured, but they are not sufficient to understand the impact of your social media efforts. John Lovett at Web Analytics Demystified believes marketers should use these basic numbers as a base, but focus instead on “outcome-based metrics” and report on analytics that demonstrate value to the business.

Brands unable to measure ROI in social media, says social media expert Solis
At a recent conference, Brian Solis talked about the need for marketers to move beyond just participating in the conversation on social media and start by defining the “R” in ROI — use data such as actions, reactions and transactions if you want to begin to measure the ROI of your social media interactions.

10 case studies that prove the ROI of social media
Lauren Fisher at Simply Zesty outlines 10 campaigns that demonstrated ROI on social media through direct monetary return, customer loyalty, and repeat traffic just to name a few.

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