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A Framework for Social Analytics

by Industry Analyst at Altimeter Group on Aug 10, 2011

  • 128,335 views

This report is intended primarily for business people who are tasked with understanding, ...

This report is intended primarily for business people who are tasked with understanding,
interpreting, and acting on social data—executives, strategic planners, social strategists,
and marketers. It will outline the key challenges of social data, propose a value-based
framework for social analytics, and recommend clear and pragmatic steps that companies
engaged in social media must follow to ensure they are gaining insights, measuring effectively,
interpreting accurately, and taking appropriate action—both today and in the longer term.

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110 of 18 previous next Post a comment

  • Ifonlyblog Richard Pentin at Richard Pentin extremely thorough overview. Great work. 2 years ago
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  • harrypotter12 harrypotter12 Excellent and very helpful. Great Slide.

    Thanks for sharing.
    Parcel delivery from http://www.clickandsendparcel.com
    2 years ago
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  • rpsingh2K R. Paul Singh, Founder at Documents.Me Very good analysis. Some things that you cover without going into details that I would like to elaborate and get your feedback on. We found that in many markets the amount of time and resources it takes to get the right data quality is very high due to following reasons:
    1) Not selecting the right sources upfront - huge task for most users to undertake on their own
    2) Training your system to understand your market specific words like long battery life vs long charging time in a mobile phone have different connotations
    3) Having the right catalog for the industry to listen on rather than willy nilly listening to everything
    4) Lack of integration into existing BI tools

    To solve problems like these many vendors like www.socialnuggets.net have taken a vertical approach. For example we cover consumer electronics and banking industry while some companies focus only on hospitality while others focus on automobile. We think longer term companies will prefer to go to these tools as they save lot of time, provide more accurate data for that market and cost less to the customer.

    What is your experience?
    2 years ago
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  • claralila Clara Lila, Marketing Communication Manager at GoMobile Advertising thank you for sharing this valuable insight Susan :) 2 years ago
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  • lgpelosi Lou Pelosi Fantastic overview. Helpful for marketing, operations, product development, etc. 2 years ago
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  • jfmonfette Jean-Francois Monfette, Web Analytics Specialist at BDC One of my best reads about social analytics so far. 2 years ago
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  • kilianbarrera Kilian Barrera, CEO and Founder at Welovroi.com Genial! 2 years ago
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  • merger Social Insurance Austria at Social Insurance Austria Die Notwendigkeit zentraler Steuerungselement wird in öffentlichen Verwaltungen nur bedingt gesehen. Im Vordergrund steht derzeit, dass man sich bewegen muss um Veränderung zu erzeugen. Undas wollen die Wenigsten. MfG Wolfgang Keck 2 years ago
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  • angunther Ashley Gunther, Community Manager at Viralheat Susan, thanks for sharing this in-depth look at the social media analytics space. There is a lot of information out there and a lot of different tools for companies to use in their monitoring and analytics efforts. The key is to find the one (or few) that help you meet those metrics and priorities that you discussed...

    As a community manager for Viralheat, I would suggest adding it to the list of vendors for monitoring and analytics... or just taking a look as another affordable option for companies and brands! I'd also be happy to answer any questions you have about the platform.

    Thanks again for such a comprehensive look at the world of social analytics, we're definitely excited to be a part of this rapidly growing and changing industry.

    Ashley
    Viralheat Community Manager
    ashley@viralheat.com
    2 years ago
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  • BlakeStowell Blake Stowell, Sr. Manager of Analyst Relations at Adobe Congrats on the paper Susan. Well written and very straight forward. I know this was a huge, monumental effort on your part. BTW--the Adobe SocialAnalytics product that you refer to in the paper became publicly available the day after you published. :-) Just wanted you to know it was no longer in beta. We look forward to seeing you soon! 2 years ago
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A Framework for Social Analytics A Framework for Social Analytics Document Transcript