This Week in Social Analytics #12

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!

Data Rich, Optimization Poor
Bryan Eisenberg comments on the recent Econsultancy study that shows that 78% of businesses do not have a strategy that ties data collection and analysis to business objectives. Bryan outlines several ideas to help companies build measurement and optimization into their business culture.

Social Media: PR Prattles Over ROI, Marketing Rushes Forward
Juan Hidalgo at VMS Voice argues that Marketing, as opposed to PR, is more likely to experiment with social media claiming, “there is no ROI”. But, continuing to “plod along” without measurement runs the risk of undermining your organization’s efforts to reach customers through social media.

The key to social media success is links, not conversation
Lauren Fisher at Simply Zesty writes about how links have become the ultimate currency in social media. Is the Reddit model the future of journalism? Ultimately, as social media becomes more of a news feed, marketers are challenged to take advantage of the traffic and engage in the conversation surrounding the links.

The Funnel Is Dead, Long Live the Measurable Customer Narrative
Jen Evans of Sequentia Environics writes about how the traditional view of the sales funnel and how marketing feeds and supports it has been fundamentally changed by the advent of new access point for prospects, many of them social networks. A new view of marketing that measures how people progress through digital properties will help marketers understand how their investments are performing.

8 Tools to Measure Your Social Media Relevance
Rachel Gamburd put together a nice roundup of tools to help you measure your company’s relevance in social media.