This Week in Social Analytics #6

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

7 Twitter Marketing Campaigns to Learn From
With all of the measurement theory discussion out there, it’s nice to see specific examples of the discussion in practice. Erica Swallow of Mashable presents a nice roundup of some successful Twitter campaigns from American Airlines, Network Solutions, UNICEF India, IBM, USA for UNHCR, McDonald’s Canada and appbackr. The post includes specifics on the metrics each organization used to measure the success of the campaign and how they did it.

Revisiting: Twitter Influence. Beyond Followers, Replies and Retweets
John Lane revisits an awesome infographic that shows why tracking influence in Twitter is so difficult due in large part to the different actions people may take after viewing a tweet.

Prepare to be Ignored. (But it’ll be Okay.)
John Lane follows his previous post with yet another great infographic that illustrates how tweet readership is dramatically impacted by the number of people you follow. Per John’s research: “You can expect that anyone who follows more than 250 people is less than 50% likely to see a tweet in their stream. When you cross the mark of following 600 or more, you’re less than 30% likely to see a given tweet.”

Social Analytics – What’s the Standard?
Unlike in traditional marketing where we have familiar metrics with which to measure website and campaign performance, social media analytics vary from network to network. This makes measuring campaign performance across the platforms more difficult and time consuming. In this post, Adrian Lee of Yolk describes his approach to measuring success.

The 3 Core Elements of Social Web Analytics
Jay Krall of Cision asks whether a simplified model for social analytics is appropriate — one that looks at the relationship between three core elements of the social media ecosystem and the tools used to measure them: the individual via their social profile, the content via its URL and the brand via its keywords.