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Archive for November 20th, 2011


Earlier this month, I had the opportunity to present  my views on social media analytics at Business Insider’s Social Media Analytics conference (you can view the slides from my presentation here).  The lessons I presented were based on my own experience, both based on my work at SAP but also on discussions with my peers in the industry.  They were centered around  the following three key takeaways:

1. Differentiate, but be consistent

Although this sounds like an oxymoron, defining a consistent social media analytics framework can help create a common vocabulary and allow you to learn by being able to consistently compare across your various campaigns.  There are three key dimensions as shown on the chart above:

  • Use case: It starts with understanding what you are trying to accomplish, and then driving your strategy and results based on those objectives.  Are you trying to build awareness with an audience not necessarily familiar with your brand and offerings, or are you trying to generate demand running a social media campaign?  These are two very different things and the way you measure success needs to vary based on these objectives.

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