Social Analytics, Metrics and Measurement

What insight can I gain from my post, blog or website about those that are visiting?This is the question that those interested in improving customer experience and business resultsshould be asking. It is not good enough to introduce products and services and hope they do well. Companies should be interested in creating environmentsthat will assist the product and service to do well. In order to create the best environment, the people whom these things are made for should be analyzed. In terms of digital media, it is a good idea for companies to analyze dataderived from these media platforms to learn more about their customers.

When analyzing metrics, the first thing that might come to mind are numbers. When reviewing numbers, we are only looking at Quantitative metricswhich is data that reflect the amount of something we like to review. However, as Kaushik (2009) suggest “you must pause and think: So what is this saying? What action can I take”(Quantitative Metrics, para. 2)? These questions are necessary in order to identify areas of opportunity andpositive outcomes. Tools such as Kloutas mentioned by Kaushik (2009) can help paint a more detailed pictureof customers interactionswith the business. Another metric to consider utilizing is Qualitative data. Kaushik (2009) mentions how qualitative analysis can be difficult and there are not many ways at this point in time to gather this data effectively. However, it is definitely worth the try as qualitative data refers to the linguisticsof a company’s interactions and the interactions of their customers. It provides the human perspectiveneeded to better understand the profile of the person the company is reaching. 

Anytime businesses are using analytics it would be best to try many different toolsthat can provide similar and differing datain order to get a well-rounded viewof the medium you are in. As Kaushik (2010) states “at any given time I have six or seven interesting tools running on this website”(para. 3). When reviewing websites, most databeing reviewed refer to page views, time on site and total of visits(Kaushik, 2010). While these things are important, it provides to broad a perspective. This can however be a starting point to further segment, in order to get data that can lead to actions and a more detailed pictureof the customer. Kaushik states “segmenting your data is key to your success and that of your company”(2010, The Unbearable Lightness of Being section, para. 1).

For business analytics one may use a variety of tools as suggested by Kaushik (2011) such as Google Analytics or WebTrends. Most of the time businesses seem to be concerned with the monetary value certain metrics bring and only examine Macro Conversions (Kaushik, 2011) through the use of such analytic tools. When something is being purchased online this is considered a macro conversion. However, businesses should not only consider the bottom line in terms of monetary value, they should also consider Micro Conversions (Kaushik, 2011). Micro Conversions deal with the interactions people have with your media such as using it to look for job opportunities, signing up for reward programs or subscribing to a newsletter. Both of these conversions can be measured in terms of Economic Value (Kaushik, 2011). As suggested by Kaushik, Economic Value(2011) is important because it is what drives leadershipto understand if there is value in utilizing different digital mediums. It is what will lead them to provide the budgetsnecessary to get the most out of those online mediums. While Economic Value (Kaushik, 2011) is important so that time and money aren’t wastedon those things that don’t add value, it is equally important to keep in mind as Kaushik states that “ you don’t participate in social media to only drive business outcomes”(2011, Economic Value, para. 3). Thus, business outcome goals should not be focused primarily on monetary gain.

In examining over time different articles related to analytics, social media and websites, it would seem that the best thing for a company to do is to concern its self with those things that reach a consumer’s gut and heart. If you impact this, then the head follows and naturally leads to economic short- and long-term gains for a business. I would want to focus more on the qualitative and quantitative metrics that provide personable insightand not a blanketed number or value. As F.G. Rogers once said “customers buy on emotion and then justify with logic”(as cited in Design Thinking, Lockwood, 2009, p. 49). Customers utilizing social media and accessing websites are more concerned with the engagement and quality of their experience. Since these online avenues are 24hr accessit is imperative that a company or brand engages in real time with valuable post and offerings. As Lister (2019) mentions “your brand needs to be engaging, posting and sharing constantly but who has time for that”(para. 3). Thus, utilizing analytics that provide valuable in-depth insightthat you can foster goals and actions from are helpful for a productive social management system

References

Kaushik, A. (2009, November 24). Occam’s Razor. Social media analytics: Twitter: Quantitative & qualitative metrics. Retrieved from https://www.kaushik.net/avinash/social-media-analytics-twitter-quantitative-qualitative-analysis/

Kaushik, A. (2010, May 18). Occam’s Razor. Web analytics segmentation: Do or die, there is no try. Retrieved from https://www.kaushik.net/avinash/web-analytics-segments-three-category-recommendations/

Kaushik, A. (2010, July 12). Occam’s Razor. Viral, social, sentiment, mobile: 4 Delightful web analytics solutions. Retrieved from https://www.kaushik.net/avinash/viral-social-sentiment-mobile-data-web-analytics-tools/

Kaushik, A. (2011, October 10). Occam’s Razor. Best social media metrics: Conversation, amplification, applause, economic value. Retrieved from https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Lister, M. (2019, February 8). 7 Social media management tips to save time & improve results. Retrieved from https://www.wordstream.com/blog/ws/2016/07/25/social-media-management-tips

Lockwood, T. (2009). Design thinking; Integrating innovation, customer experience, and brand value. United States: Allworth Press

Author: Desirae Gibson

Creative, outspoken, leader, consistent, love challenges! Currently pursuing a Master's in Visual Communication.

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