Marshall Sponder is a social media analytics specialist and author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics. He constantly shares his knowledge in this area via his blog www.webmetricsguru.com
Sponder will be delivering the keynote address and conducting a workshop on social media analytics at the Asia Pacific ICT Summit 2012 (APICTS) starting tomorrow. He shares with Computerworld Singapore some background on social media analytics and previews his upcoming presentation at APICTS.
Jointly organised by Singapore infocomm Technology Federation (SiTF) and MediaCorp VizPro International, APICTS 2012 with the theme 'Success with Digital Engagement' will be held over two days at Marina Bay Sands in Singapore from 13 to 14 March and will focus on major digital opportunities and challenges faced by both marketing and ICT specialists in the Asia Pacific region.
1) How did social media analytics come about?
Social media analytics grew out of the developments in the evolution of social media as an emerging set of platforms, and into a dominant form of communication; the earliest known reference to the term social media occurred in 2004, according to Webster's Online Dictionary. Therefore, Social Media Analytics as a set of platforms has been around about seven years, but till recently, was largely immature as a platform for social media return on investment.
The defining moment for organisations dawned as businesses audiences need to roll up audience data stacks, search data stacks, Web analytics data stacks and internal house data into a coherent vision, giving brands guidance on how to improve performance, and this began to take shape in 2011, and has picked up momentum in 2012.
2) How important is social media analytics to a user organisation?
Social media analytics is only as important as the organisation's ability to act on it - that can be thought of as the social maturity of the organization. Here is a short description, provided by Collective Intellect, a Social Analytics vendor that has been active since 2004. The more mature the organisation in its goals and ability to articulate and operationalise those goals, the more they will benefit from the social platforms.
In my writings I have covered Vodafone UK increasing customer engagement and responsiveness using a Social Analytics platform called Integrasco. Another example is the Complex Magazine group, using Infinigraph's Social Intelligence platform to increase fan growth, website visit growth and brand content spread by an average of 25 per cent, in turn, driving profits up.
Synthesio, a full service Social Analytics platform, has a case study of the Accor Hotel mega brand, covering international listening across eight languages in 40 countries, broken down into several sub-dimensions; this implementation ultimately led to a 55 percent increase of positive comments around the brand, year to year.
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