Social Measurement update from Scot Wheeler of IMedia Connection

Very interesting series of Blogs by Scot Wheeler of iMedia Connection:

• The Path to Meaningful Social Measurement
• The Four Principles of Social ROI Measurement
• The ROI of Social Media ROI

Highlights include:

Current approaches to social media measurement come in two forms:

1. Content-based monitoring or “listening” evaluates the content of conversations to assess current perceptions, and guide future engagement.
2. Context-based “social graph” analysis evaluates relationships and interactions within and across the social graph to assess networks and their capability to drive business objectives.

Web analytics has an established competency in building a data-driven management culture and providing business insights from digital data. Thus, it is a natural candidate to advance organizations from the raw volume or “count” metrics such as “Followers”, “Likes”, “Views” etc. to give managers integrated performance insights from ratios such as “comments/post”, “comments/page likes”, “links followed/re-tweet” and “conversions/social click-through”, which will be even more valuable when used in conjunction with the content analysis mentioned above.

Finally, as new solutions begin to align social media profile, content and relationship data with existing CRM databases, the web analytics function transformed into 'Marketing Science' has a clear role in developing digital strategy and performance insights from these combined data-sets.

Many disciplines have faced significant challenges with emerging technologies, methodologies and organizational readiness to bring social media measurement to its current state. Web analytics must now help advance the cause by bringing its competencies, experiences, requirements and standards to bear on the next generation of tools and approaches.

Comments

[Denver Smith]

So many people completely misunderstand social media. You guys are going a great job. Keep it up!

Denver S.
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