{"id":10353,"date":"2011-08-12T05:08:00","date_gmt":"2011-08-12T12:08:00","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=10353"},"modified":"2011-08-12T06:24:10","modified_gmt":"2011-08-12T13:24:10","slug":"open-research-a-framework-to-social-analytics","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2011\/08\/12\/open-research-a-framework-to-social-analytics\/","title":{"rendered":"Open Research: A Framework for Social Analytics"},"content":{"rendered":"

Over the last few months, Susan Etlinger, a former marketing strategist, and most importantly has used brand monitoring tools, has lead Altimeter’s latest research report on analytics. \u00a0After interviewing nearly 40 experts and working with Charlene Li and a bit of help from myself, she’s found six distinct use cases (see compass below) on how companies are measuring using these new toolsets.<\/p>\n

\"figure7_blog\"<\/a><\/center><\/p>\n

We know that measurement is the the top goal inside of companies<\/a>, and while I’ve published this data before, it’s important to recast it to show the important of measurement in an emerging technology set.<\/p>\n

Why are social analytics so important?<\/strong><\/p>\n

    \n
  1. This is a new medium, and proof over re allocation of investment is key.<\/li>\n
  2. Being a new tool set, there’s a lot of experimentation and it’s important to see what will actually make a change,<\/li>\n
  3. It’s a very difficult medium to track, unlike transactional advertising, social engagement is hard to tie to point of sale or conversion.<\/li>\n
  4. Since most social media programs are not tied to existing systems in support, marketing, and product innovation, it’s very difficult to collect the disparate data and make sense of it<\/li>\n

    \"Figure<\/a>
    \nFramework: Social Media Measurement Compass<\/center><\/p>\n<\/ol>\n

    <\/p>\n
    A Framework for Social Analytics<\/a><\/strong>