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Kevin Dean
by Kevin Dean
on January 1, 2009


When it comes to Social Media Marketing, there is a lot of talk about the lack of measurement in the field. It has been said that Social Media is one of the most difficult things to justify in terms of ROI because current analytics isn't well suited to measure its data. Social Media Analytics is critical for the success of social media as a sustainable business communication platform. In my article What is Social Media Analytics I point out 8 levels of Social Media Analytics as being:

  1. Standard Reports
  2. Ad-hoc Reports
  3. Query / Drill down
  4. Alerts
  5. Statistical Analysis
  6. Forecasting
  7. Predictive Modeling
  8. Optimization

This article I would like to begin a dialogue regarding Level 1 Standard Reports. Standard Social Media Analytics Reports should focus on what conversations are occurring. This will help solve the problem of know what your customers or potential customers are talking about.

List of Standard Reports

1) Post by keyword search - This should be a list of post that are found across the social web by keywords. Perhaps the most common report that can be easily found today by using Google Blog Search or Social Mention
2) Count of Tags - Each Social Media Post can be tagged by the author or others once a post has been identified in your search grouping how each post is tagged can be extremely beneficial.? You can identify tags from any post using the tag cloud generator.? The tag clod should be included in this standard report. The report should also include averages.

3) Keyword comparison - No doubt you are interested in more than one keyword. Therefore, it would be good to compare which keywords are performing better then others. This would be similar to what you can find using Google??™s Adsense Keyword Tool with the difference being that you are looking at data returned from your data collection process that was used for the other standard reports.

4) Posts by Person - Social Media Analytics Standard Reports must include who. Keyword by person and Tag by a person. After all what is Social Media without the people?

Connect the Social Media Analytics databases

Through the use of the many search tools available you can perform a keyword search to find what is being said across the Social Web about what is of concern to your organization. This is the first step. Those who are serious about Social Media metrics for their organization are going to come quickly to appreciate that they are going to need a Social Media Data warehouse. There are tools that assist in the collection and reporting on of this information, however as I will discuss these tools though sophisticated do not complete the picture. All of this information then need to be tied back to your CRM (customer) and ERP (sales) databases.

In this article Social Media Analytics Maturity Level 1 - Standard Reports I mention four reports that should be included at this level. I will discuss what I feel should be included in the other levels later. Please provided your feedback!

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