Social Media analyticS

Social Media Analytics engines provide information. “Branded content, however, is far more social [than content mills like Demand Media’s] because branded content is written with a human voice and published by a branded entity [you, a friend, campaign, cause, company, brand, etc.]. Search drives a lot of traffic to branded content, of course, but once there, people are more likely to share branded content than content produced mainly for search results such as ‘how to tie a tie.’
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Social Media analyticS Social Media analyticS EFFECTivE TooLS For BuiLDiNg, iNTErprETiNg, aND uSiNg METriCS Marshall sponder New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto Copyright © 2012 by Marshall Sponder. All rights reserved. Printed in the Unit- ed States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a data base or retrieval system, without prior written permission of the publisher. 1 2 3 4 5 6 7 8 9 0 DOC/DOC 1 6 5 4 3 2 1 ISBN: 978-0-07-176829-0 MHID: 0-07-176829-7 e-ISBN: 978-0-07-176862-7 e-MHID: 0-07-176862-9 This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. —From a Declaration of Principles Jointly Adopted by a Committee of the American Bar Association and a Committee of Publishers and Association McGraw-Hill books are available at special quantity discounts to use as premi- ums and sales promotions, or for use in corporate training programs. To contact a representative, please visit the Contact Us pages at www.mhprofessional.com. This book is printed on acid-free paper. c h ap t er 9 Going beyond Monitoring: Content Creation and Content Tracking It is one thing to create social media and quite another thing to measure it so as to optimize content creation. That’s almost a requirement as platforms become more intelligent and people become serious about using social media as a marketing tool. Some of the case studies in this book, such as the one on InfiniGraph (Chapter 4), discuss changes in online con- tent that are detected by measurement and cycled back to improving content. It’s best to think of the entire process as an ecosystem similar to the SEO organic search ecosystems I wrote about in late 2010,1 however, in that social media (recent tweets, Facebook discussions, check-ins, etc.) become search content with the Google Search Engine indexing that often result in displaying the latest postings of an individual in search results. What is good for social media also tends to be good for search engine results. According to John Battelle, founder and CEO of Federated Media, social media provides “branded content,” while search 195 196 n Social Media Analytics engines provide information. “Branded content, however, is far more social [than content mills like Demand Media’s] because branded content is written with a human voice and published by a branded entity [you, a friend, campaign, cause, company, brand, etc.]. Search drives a lot of traffic to branded content, of course, but once there, people are more likely to share branded content than content produced mainly for search results such as ‘how to tie a tie.’ The former is socially shareable (‘hey, check this out, it’s interesting’), and the latter is specific (‘I need an answer, and I don’t think my friends have the same need right now’),” according to Battelle.2 Arguably, “branded content” is measureable using social media monitoring and Web analytics, and can be considered to be “more social” than nonbranded content (in that people will have more interest in sharing branded vs. unbranded con- tent). But once social media content surfaces, it should fit into a longer-term strategy, where valuable content becomes ever- green. Setting up social media analytics with clear measure- ment goals will assist in achieving that strategy. Looking at search keywords typed into Web sites (find- ing out what people are looking for using Web analytics site search reports) and mashing up that information with social media monitoring of content emerging from site search leads to more and better content for the brand, based on case studies tracking Old Spice and Delta Airlines.3 Imagine if the content team could prioritize content based on not only this historical demand from search query volume, but also real-time input from social media monitoring.4 One way to harness social media in order to get your message out: use Google to find bloggers (who are influencers on a subject of the search query by appearing within the top 10 search results) while looking at relevant search queries.5 Going beyond Monitoring n 197 In addition, by using Google Webmaster tools, Web analyt- ics, or a social media monitoring platform such as Radian6 (Radian6 can integrate with Web analytics platforms such as Adobe Omniture, WebTrends, and Google Analytics), a site owner will have the means to identify and write about what is engaging on its site. Determining Your Social Media Analytics Readiness Social media is a emergent communications medium that is considered to be free and available to everyone. Sometimes this incorrectly leads to an assumption by many on the con- tent creation or on the agency side that measurement of social media can be set up as more of an afterthought. Tracking con- tent can often require just as much enablement work as enter- prise and ...