Social media analytics is constantly changing and currently it seems that we are moving into phase two.
Phase one of social medi analytics was mostly about number of followers, fans, posts and tweets. The idea was that if you have a large number of fans, then you were doing well. That makes sense and often a site with more fans is doing better than a site with less fans. At the end of phase one, we begun to understand that the sheer number of fans is less important than what how these fans are engaging. To use an extreme example – a site with a thousand fans who do not engage is not as useful as a site with 100 fans who talk a lot.
As we move into phase two of social media analytics, we are starting to understand that what people are saying is more important than how much people are saying – quality vs quantity. If we continue to use the example above, we see that a site with 10 fans having a discussion with a particular goal in mind is worth more than a site with 100 fans where the discussion is not focused.
Before we continue, a word of caution – social media is large and the value of your social media effort (ROI) is directly linked to your social media goals. Sometimes you want a large group of people who talks about anything and everything, and sometimes you want smaller, more focused discussions. It is all about your goals. Read the rest of this entry »