This Week in Social Analytics #1

We’re kicking off a new series on the TweetReach Blog today, highlighting some of our favorite posts on social analytics, measurement, Twitter and other items that caught our eye over the past week. In case you’ve been busy and haven’t had a chance to catch up on your feeds, enjoy these great posts from the past week.

The 6 Step Process for Measuring Social Media
Jay Baer
gives a great overview on measuring the effectiveness of your social media efforts, summarized from his  presentation “How to Hug Your Calculator” last week at Social Media Success Summit 2011.

The Basics of Social Media Measurement for Business
A complement to Jay Baer’s post, Olivier Blanchard from the Brand Builder wrote this fantastic piece that describes ways to look at social media measurement in the context of a broader business measurement strategy. Just measuring the impact of social media activity is not enough. From Olivier: “Only by establishing a relationship between social media metrics and business metrics will you be able to gauge both the impact and value (including but not limited to R.O.I.) of social media on your campaigns, programs and overall business.” Amen.

The Social Habit 2011
Looking for detailed data? This new study conducted by Edison Research and Arbitron is derived from the 19th Edison/Arbitron Internet and Multimedia Research Series, one of the longest-running studies of consumer adoption of the Internet, new media and other technologies in existence. At Blogworld in New York last week, Tom Webster - Edison’s Vice President of Strategy – presented a detailed look at Facebook and Twitter usage, mobile social behavior, and location-based apps and services.

Topical Storms Brewing Around Influence
David Armano
wrote about topical influence – the idea that without context, the value of online influence is limited. In this post, David covers Klout’s new “+K” feature, sort of a “like” button for influence which temporarily connects someone to a topic which you choose. He also mentions Sulia’s efforts to use Twitter lists as a way to highlight regarded sources on a particular topic. We’ve written about influence before – messages from “influencers” don’t guarantee results. Can understanding the influence of contributors around a particular topic help marketers get a better handle on who is influencing opinions on their brand, individual behaviors and buyer actions?

You Can’t Measure What It Is You Do Not Value
Continuing on the social media ROI theme, here’s a post from Brian Solis. In order to measure success of your social media programs and optimize them, you need to start by understanding the destination – what are your customer’s expectations and your business objectives? Design your social media programs around these objectives and measure the success of your programs against them. With this approach, you can begin to tie program performance to ROI.