Don’t be a web analytics dinosaur when you are trying to help your company succeed in the social web. Both marketers and web analysts can be too “professionally blind” to notice how different the social web is from traditional web marketing. So, it is very tempting to shortchange the social web by making it fit into traditional web analytics for counting views, clicks, conversions, etc.
But the social web is a connection between people and not just between websites. So, analytics must grow beyond website and media analysis to social CRM analysis.