This Week in Social Analytics #13

Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from the week in the world of measurement, analytics and social media. Enjoy!

Social Business Intelligence: Positioning a Strategic Lens on Opportunity
Dion Hinchcliffe with Dachis Group talks about social media at the intersection of big data and business value and lays out a strategic view of Social Business Intelligence. Dion’s framework compares social analytics — the measurement and data mining from social networks with social business intelligence — a broader, business-centric process that he believes will become a vital component of the way that companies derive bottom-line business benefits from their social media efforts.

There are Three Kinds of Lies: Lies, Damned Lies, and Social Media Metrics
The ability to measure a multitude of outcomes in social media can tempt many marketers to lose focus on what really matters. Debra Ellis at Wilson & Ellis argues that the only metrics that matter with any marketing activity are sales, costs, and customer satisfaction. If your social media activity isn’t increasing sales, decreasing costs, or improving customer satisfaction, then you’re wasting your time.

The Standard for Influence: Is It Really?
Stephanie Parker from Zamolution warns to be careful when using online influence scoring tools to measure your social media efforts. While they can be very useful in providing insight into important followers and should be used for that, it is often more important is to be engaging with a targeted, focused audience that aligns with your objectives.

Social Media Success Begins and Ends with Analytics
Chuck Hemann with Edelman Digital writes about how listening and measurement have advanced significantly over the last several years as foundational elements of social media programs. He provides some ideas on how to take it to the next level including integrating listening and measurement into the overall communications process, applying resources to the task, and surveying your audience for feedback. Chuck argues that social media analytics will be at the foundation of all communications programs for the foreseeable future.

5 Ways to Measure Social Media
Ron Jones with Symetri Internet Marketing provides a quick set of steps for measuring the success of your social media marketing efforts including awareness and exposure, share of voice and sentiment, influence, engagement, and popularity.

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