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Social Customer Experience: Engage and Retain Customers through Social Media by Joe Cothrel, Dave Evans

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Chapter 6 Social Analytics, Metrics, and Measurement

Chapter 6 hits our personal passion with regard to social media and business: measurement. This chapter covers the question that keeps most decision makers and change/process champions up at night: “How do I measure this and make sense of it?” It takes a hard look at the rationale for establishing specific metrics along with the tools and platforms that provide and analyze these metrics in the context of your objectives.

Chapter contents:

  • Why we measure
  • Social analytics
  • Know your influencers
  • Web analytics
  • Business analytics

Why We Measure

Before looking at how companies measure and analyze their social efforts, let’s look at a more fundamental question: Why does measurement matter?

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