Knowing What to Do with Metrics
After you’ve gathered as much metrics information as you can, you’re ready to put that data to good use. You can use the information that you find to discover what your competitors are up to (and beat them at their own game!), grow your business, and increase your sales.
Pursuing competitive intelligence
One of my favorite ways to use social media metrics is in the pursuit of competitive intelligence. The term competitive intelligence doesn’t refer to knowing more about everything than the person next to you and winning a prize, but rather refers to knowing all about what your competing business brands are up to (which makes the prize you “win” a better business). Competitive intelligence helps you compete on price, service, perception, attention metrics, audience, reach, and more.
Thanks to social media ...