This Week in Social Analytics #4

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

How Social Media Is Changing Paid, Earned & Owned Media
Social media has blurred the lines between the traditional definitions of paid, owned and earned media, forcing agencies to re-look at how they manage, integrate and measure all three for their clients.

How Do You Prioritise Social Media Metrics?
As marketers create and implement social media campaigns, they must determine what metrics from which social media networks are relevant to measuring success. This post discusses a model for prioritizing those various metrics into a coherent measurement strategy.

Advancing the Practice of Digital Analytics Doesn’t Involve the Word “No”
Chuck Hemann believes that while hearing “no” to new ideas from clients can be constructive, in a market as new and evolving as digital analytics, “no” can impede new ideas. Marketers need to be pushing for a “new analytics ecosystem” that is pervasive across organizational boundaries and doesn’t take “no” for an answer.

Money Matters: Rethinking ROI for Public Relations
Tim Marklein discusses an effort by the Council of PR Firms to help drive a new standard for measuring the ROI of PR. They are heading toward establishing a “Total Value” measure that would involve looking at the intangible benefits of PR on top of the traditional “money-in-money-out” measure of financial ROI.

Does Social Media Have A Return On Investment?
Despite all of the talk, do marketers really care about the ROI of their social media efforts? This post by Farhad Manjoo provides an interesting review of several big brand campaigns and the inability and relative indifference of the owners on determining explicit ROI.