(^139) ■

Social Analytics.........................................

, M

ETRICS

, AND M

EASUREMENT

6

Social Analytics,

Metrics, and

Measurement

Chapter 6 hits my personal passion point with

regard to social media and business: measure-

ment. This is the chapter that covers the aspect of

“social anything” that keeps most decision mak-

ers and change/process champions up at night.

Many sleepless nights have been spent wondering

“How do I measure this and make sense of it?”

This chapter takes a hard look at the rationale for

establishing the specific metrics required to make

sense of the Social Web and track success, along

with the tools and platforms that provide and ana-

lyze these metrics in the context of your objectives.

Chapter Contents

Social Analytics

Know Your Influencers

Web Analytics..........................................

Business Analytics.......................................