This Week in Social Analytics #27

It’s back! This Week in Social Analytics returns to fill your Fridays with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Why reach and frequency, not engagement, are the social metrics brand marketers should care about. [from Social Straight Up; written by Matt Ramella]

“The key takeaway -> If you’re stuck on optimizing content for engagement rate, then the way you are measuring can run the risk of de-valuing audience reach. Remember, exposure to brand messaging has been proven time and again to build brands and grow revenue.”

Forbes Study: Rules of Engagement [study from Forbes/Turn]
Measuring the power of social currency: this study provides valuable information on how consumers engage with brands. (Requires short signup form to download.)

Facebook Mobile Use May be Near its Saturation Point in the US [from ReadWrite Social; written by Dan Rowinski]

“We have watched all types of mobile use explode in 2012. In the United States, we have hit an inflection point where most people will be accessing the Internet primarily through their smartphones and tablets. The question becomes how much more can social-media companies like Facebook or Twitter grow on mobile?”

Beat the Monster: Measure the Success of Your Community [from SocialMedia Today; written by Melissa Barker]

“Community building is both a science and an art. It should not come as a surprise that measuring the health of a community also requires a combination of both.”

What’s a Like Worth? Let’s Do Some Math. . . [from FastCo; written by Kit Eaton]
Dan Zarrella from HubSpot develops a simple formula to calculate the worth of a Facebook Like helping marketers decide how much effort to put into the platform.

Mary Meeker’s Latest Must-Read Presentation on the State of the Web [Business Insider; written by Jay Yarow]
Mary Meeker’s (of Kleiner Perkins) presentation highlights a lot of the changing trends across the web in 2012; a “must-read for anyone in the industry, or anyone with an interest in technology.”