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!
What’s the R.O.I.? A Framework for Social Analytics
Brian Solis asks whether “what’s the ROI of social media” is the right question at all. True return requires understanding more than just financial investment. He reviews Susan Etlinger’s research on “A Framework for Social Analytics” and argues that the opportunities for establishing the ROI of social media involve understanding the relationship between business objectives and social media tactics.
33% of B2B Marketers Don’t Measure Marketing ROI
Yes, you read that correctly. Pamela Vaughan at Hubspot writes about how recent research from Lenskold and the Pedowitz Group shows that a third of marketers don’t measure the ROI of their efforts, and only one in three actually report measurements they do make to senior management. In order for marketers to continue to secure budget for initiatives, including social media, they shouldn’t undermine their efforts by not reporting the results, or even worse, failing to measure at all.
The Case for Social Media Analytics Standards
In a recent chat with Beth Shultz at All Analytics and others, Marshall Sponder discusses the benefits of a standardization effort for social media analytics and suggests that “a standard and automated framework for mining data from social sites for business intelligence purposes” would be of benefit to all and help the social analytics industry mature.
15 Case Studies to Get Your Client On Board With Social Media
On the Mashable blog, Jonathan Rick suggests that marketers should explain the value of social media to potential clients by giving concrete examples of the interaction it can enable. He illustrates his point with several great case studies of how companies are using and measuring their social media efforts.