What Is Social Analytics? The Theory and Practice Broken Down
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What Is Social Analytics? The Theory and
Practice Broken Down
By Kevin Shively – March 24, 2015
54 0 6 6 2
“What is social analytics?” seems like an easy question to answer. It’s social media data
right? The number of Tweets and followers, Facebook posts and comments.
But, if you work in social, you know that social
analytics is anything but simple.
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At Simply Measured, we’ve spent countless hours
helping our clients and partners understand social
analytics and the way this process (yes, it’s an entire
process) can enable and fuel every part of their
social strategy. This is true for any business with a social media program, from the small
mom-and-pop business on the corner to the large enterprise shoe brands that fill our
closets.
Our new white paper called What Is Social Analytics? walks through the entire process of
social analytics, carefully diagramming and explaining the process of social analytics. At a high
level, here’s what you need to know about it:
Social Analytics Definition
When we say social analytics, we’re talking about a complete structure and strategy, not just
the data.
The first half of this definition focuses on the technical needs of social analytics: collection,
aggregation, and standardization. As a strategist, the part that needs to resonate the most is
“to discover and communicate meaningful patterns.” Without this component, social
analytics doesn’t exist; all you have is data.
”Social analytics is a system that allows for the collection, aggregation, and
standardization of social media data to discover and communicate meaningful patterns.
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Social Analytics Fuels the Marketing Process
When done right, social marketing operates with a similar
cyclical process to any other digital marketing channel.
The social analytics system needs to provide value throughout
the social marketing process by acting as the framework
for the planning and measurement categories.
In the planning category, social analytics helps marketers
understand their ecosystem and identify opportunities. In the
measurement category, social analytics enables them to optimize tactics to more effectively
reach the goals of their social programs.
The Framework for Social Analytics
”
Social strategy is rich with data. There are innumerable ways to measure success,
from simple impressions and brand awareness, to traffic to a web property or any
other brand asset, to lead generation, to product sales. – Steve Sack, VP at Edelman
Digital
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Our new white paper, What Is Social Analytics? delivers a complete breakdown of the theory
of social analytics, walking through each step of what we’ve started calling “the bowtie” and
explaining why that category is important, what marketers stand to gain from that type of
analysis, and the questions they should be asking.
We’re also offering papers that dive deeper into both the planning and measurement
categories, allowing you to drill down into each segment for more insight. All three papers
are available for free by clicking the links below.
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Kevin Shively
As Sr. Content Marketing Manager, editor of the Simply Measured blog, cohost of
the #SimplyMeasured podcast, and generally delightful person, my job is to tell
stories to the internet...You're welcome internet.
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