Open Research: A Framework for Social Analytics

Over the last few months, Susan Etlinger, a former marketing strategist, and most importantly has used brand monitoring tools, has lead Altimeter’s latest research report on analytics. ¬†After interviewing nearly 40 experts and working with Charlene Li and a bit of help from myself, she’s found six distinct use cases (see compass below) on how companies are measuring using these new toolsets.

figure7_blog

We know that measurement is the the top goal inside of companies, and while I’ve published this data before, it’s important to recast it to show the important of measurement in an emerging technology set.

Why are social analytics so important?

  1. This is a new medium, and proof over re allocation of investment is key.
  2. Being a new tool set, there’s a lot of experimentation and it’s important to see what will actually make a change,
  3. It’s a very difficult medium to track, unlike transactional advertising, social engagement is hard to tie to point of sale or conversion.
  4. Since most social media programs are not tied to existing systems in support, marketing, and product innovation, it’s very difficult to collect the disparate data and make sense of it
  5. Figure 4
    Framework: Social Media Measurement Compass

In particular, I’m fond of how the report lays out a measurement strategy based on organizational model and maturity, there are different strategies to deploy depending on the internal structure. You may recognize these five states from the research I’ve been doing over the past few years

Figure 14_table
How to Organize for Social Media Measurement

Read the report, print it out, and share with others. The more you share it, the easier it is for us to produce more. Read Susan’s post announcing this report. I’ll link to posts that add to the discussion below.