Social Media Strategy
A Framework for Social Analytics
Including Six Use Cases for Social Media Measurement
August 10, 2011
By Susan Etlinger
with Charlene Li Includes input from 39 ecosystem contributors
© 2011 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
1
Table of Contents
Executive Summary .................................................................................................................... 3 Open Research ........................................................................................................................... 4 Disclosures .................................................................................................................................. 4 Ecosystem Input ......................................................................................................................... 4 Vendors ......................................................................................................................................... 4 Brands & Agencies ....................................................................................................................... 4 Strategy Before Technology ...................................................................................................... 5 Putting ROI in Context: The Business Value of Social Media ...................................................... 5 A Framework for Social Media Analytics ...................................................................................... 6 Let Business Objectives Guide You: The Social Media Measurement Compass ........................ 8 Social Media Measurement Challenges ................................................................................. 18 How to Calculate Social Media Metrics ...................................................................................... 18 Challenges of Social Data
Including Six Use Cases for Social Media Measurement
August 10, 2011
By Susan Etlinger
with Charlene Li Includes input from 39 ecosystem contributors
© 2011 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
1
Table of Contents
Executive Summary .................................................................................................................... 3 Open Research ........................................................................................................................... 4 Disclosures .................................................................................................................................. 4 Ecosystem Input ......................................................................................................................... 4 Vendors ......................................................................................................................................... 4 Brands & Agencies ....................................................................................................................... 4 Strategy Before Technology ...................................................................................................... 5 Putting ROI in Context: The Business Value of Social Media ...................................................... 5 A Framework for Social Media Analytics ...................................................................................... 6 Let Business Objectives Guide You: The Social Media Measurement Compass ........................ 8 Social Media Measurement Challenges ................................................................................. 18 How to Calculate Social Media Metrics ...................................................................................... 18 Challenges of Social Data