This document provides a framework for social media analytics and measurement. It outlines six key use cases for social media measurement: brand health, marketing optimization, customer care, product development, recruitment, and internal communications. For each use case, it discusses potential insights that can be gained, example metrics that can be used, and actions organizations can take based on the analysis. The document provides guidance to help organizations align social media measurement with business objectives and strategies.
[Report] A Framework for Social Analytics: Including 6 Use Cases for Social Media Measurement, by Susan Etlinger
1. 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