This Week in Social Analytics #2

Welcome 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.

Why Your Social Analytics Are Meaningless
Dennis Yu of BlitzLocal discusses the differences between traditional web metrics and social analytics. Because the majority of social media interaction takes place off site, traditional web metrics like page views, visits, referrals, conversions, etc are not available. According to Dennis, measuring share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels are the keys to understanding social media effectiveness. Ideally, you need a balanced view that incorporates both.

mesh ’11: Armano on Influence
Mark Evans from Mesh interviewed Edelman’s David Armano on influence. This is a great video on this exciting, yet nascent topic. Identifying and engaging with influencers that are relevant to your topics of interest, while a struggle today, is a wide open area of opportunity.

The Potentially Huge Market In ‘Future-Tense Analytics’
Marketers care about cause-and-effect. How can I use analytics to not only understand what is happening with my social media engagement and conversions, but can I predict future action? In this post, Raj Kadam of ViralHeat discusses how we should be using our tools to look forward around the curve, not more deeply into rear-view mirror.

The Tools of the Influence Trade Don’t Involve Actual Tools
Rather than get caught up in the debate/discussion or even hype going on over online influence tools, Chuck Hemann of Analytics is King and Ogilvy PR debunks several influencer myths and delivers a practical set of tools for building your own influencer lists. Dare we say old school rules? This straightforward approach can help you get the job done and deliver more accurate and relevant results.

10 Tips for the New Community Manager
Janet Aronica wrote this piece about the need for community managers to bring the voice of their communities to marketing, customer service, products groups and more and suggests several tips to make it happen. As an example, using analytics and measurement to identify the most engaged and influential members enables community managers to tap the power of these users to further the value for the entire community.