Social analytics aims to provide actionable insights by combining web analytics, text and opinion mining of user generated content, and social network analysis with user profiles. Insights come from analyzing transactions, user behaviors, feedback loops, usability studies, and ethnographic research to understand user intent, content, and context. Metrics should focus on those that help make decisions rather than "vanity metrics" that only make one feel good.

1. Social CRM
Social Analytics – Prem's personal notes

2. Social Analytics
● Purpose – Actionable Insights
● Web Analytics + Text/Opinion Mining + Social Network
Analysis + User Profile/Persona
● Triumvirate – User Content, Context, Intent
● Insights from –
● Transactional Analytics
● Behavioral Analytics
● Feedback Loops
● Usability Studies
● Ethnographic Discovery

3. Vanity Metrics
Good for feeling awesome, bad for action.

4. Actionable Metrics
Invest energy in collecting those metrics that help
make decisions.

5. Actionable Insights

6. Web Analytics
● Digital Breadcrumbs
● Query, URL, Intent - Triples

7. Both the frequency of website visits and the time
spent on the website per visit strengthen brand
trust and consequently also brand loyalty and
WOM.

8. However, neither posting nor lurking on the virtual
community has an effect on brand trust. All in all,
the results provide support for the mediating role
of brand trust between consumer-brand online
interactions and brand loyalty and WOM.

9. Text/Opinion Mining

10. Social Network Analysis

11. User Persona

12. References
● http://www.fastforwardblog.com/2009/07/31/the-context-of-intent/
● http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.101.5763&rep=rep1&type=pdf
● http://www.public.asu.edu/~mdechoud/munmun_files/wic_07_ppt.pdf
● http://sai.moturu.googlepages.com/Dissertation-SaiMoturu.pdf
● http://www.aclweb.org/anthology/N/N04/N04-4013.pdf
● http://www.ingentaconnect.com/content/ind/ijima/2009/00000006/00000001/art00005
● http://www.fourhourworkweek.com/blog/2009/05/19/vanity-metrics-vs-actionable-metrics/
● http://www.toprankblog.com/2009/10/storytelling-actionable-insight-from-analytics/
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