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Social Analytics,
Metrics, and
Measurement
Chapter 6 hits my personal passion point with 139
regard to social media and business: measure-
6 ment. This is the chapter that covers the aspect of ■ ╇ S ocial A nalytics , M etrics , and M easurement
“social anything” that keeps most decision mak-
ers and change/process champions up at night.
Many sleepless nights have been spent wondering
“How do I measure this and make sense of it?”
This chapter takes a hard look at the rationale for
establishing the specific metrics required to make
sense of the Social Web and track success, along
with the tools and platforms that provide and ana-
lyze these metrics in the context of your objectives.
Chapter Contents
Social Analytics
Know Your Influencers
Web Analytics
Business Analytics
