The document discusses justifying investments in social media analytics. It argues that companies often focus on the wrong metrics like follower counts, when they should measure quality engagement through factors like quality content that acts as "oxygen" to fuel engagement, and interactions like likes and shares that create "heat". The document recommends defining objectives, choosing appropriate metrics, training staff, and assigning responsibility to improve social engagement and ROI. While some analytics can be done for free, higher quality analytics requires time, tools and training which have associated costs but provide knowledge to improve strategies.

1. Justifying The Investment:
Analytics For Social Media
Measuring the Right Stuff
Alan K’necht
@aknecht

2. Social Analytics in Perspective
• Followers are the hits of social media!
@aknecht

3. Social Analytics in Perspective
• Brands that only focus on Twitter
follower counts & Facebook fans are
missing the point of social marketing
• They’re measuring the wrong thing and
wasting money!
@aknecht

4. State of Social Analytics
• Similar spot as web analytics circa 1999
– Measuring followers, fans, etc.
– Counting likes, shares, etc.
@aknecht

5. Why Measure the Wrong Stuff?
• Quality Analytics takes:
– Knowledge
– Time
– Training
– Tools
– Responsibility
• All require $$$$
@aknecht

6. What to Measure
• Social Marketing is a Fire!
@aknecht

7. Measure:
How Big is Your Social Fire?
• Fire requires 3 things to be successful
– Fuel (Quality Fans/followers)
– Oxygen (Quality Content)
– Heat (Likes, Shares, etc.)
• How do you measure these?
• How much to spend on measuring them?
@aknecht

8. Where to Spend the Budget
• Define your social engagement objectives
– Why are you participating?
• Define appropriate measurements (KPI) to
measure success in obtaining these
objectives
@aknecht

9. Where to Spend the Budget
• Identify appropriate measurement tools
@aknecht

10. Free vs Paid Tools
@aknecht

11. Free vs Paid Tools
• Choose the best tools for what you
need to measure, regardless of cost
• Free has it’s own costs
@aknecht

12. Where to Spend the Budget
• Training
– on the proper use of the tools
– to understand if social engagement is
meeting corporate objectives
@aknecht

13. Where to Spend the Budget
• Educating & training staff to improve
social engagement in support of
corporate objectives
@aknecht

14. Paying for Responsibility
• Assign responsibility for social
engagement to the entire organization
• Measure & reward success of the
organization
@aknecht

15. You Can’t Measure it All
• Social engagement occurs
– On-line
– Off-line
• Easier to measure online
• Very difficult to measure offline -
(Except bad engagements)
@aknecht

16. Final Thoughts
• You reap what you sow - 10 fold
• If you don’t invest in Social Analytics
you get nothing back
• With investment comes knowledge
• What you do with that knowledge….?
@aknecht

17. Final Thoughts
One enthusiastic unpaid brand advocate
is worth more than 1 million unengaged
followers who never see your posts
@aknecht

18. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Type my name into Google
@aknecht