Sep 032010

It’s been a big week for social media professional development at Strategic Communications Group. On Monday we had Kelly Collis of CityShopGirl come in, and this Wednesday Patrick Lafferty, long-time CMO for the Travel Channel visited the agency.

Check out my partner Marc Hausman’s excellent blog The Strategic Guy for more on Pat’s talk. Pat focused on the elements of social media the Travel Channel deployed, including the most successful branded app campaign ever launched on Facebook, called Kidnap.  I asked him what tools he used to track the effectiveness of these socmed campaigns.

“You know, I’m not sure. That was the agency’s job,” was his response. Ah, those were the days. I remember being the client, and letting the agency sweat the analytic details. But for the past six years, I’ve been the agency and good reporting is always a topic with clients. Luckily, Pat followed up with an email to me with some of the analytic tools his agency employed to keep him well informed.

I’ve listed them below, with links and a snippet of description from their sites. As you can see, the space is getting crowded fast:

  • Radian6 — “a complete platform to listen, measure and engage with your customers across the entire social web.”
  • Sysomos — “brings business intelligence to social media, providing instant and unlimited access to all social media conversations”
  • Crimson Hexagon — “opinion analysis platform enabling companies to distill meaning and derive actionable insights from online opinion”
  • Meteor — “measure, manage and monetize your earned media”

I have heard about a couple of these before, but haven’t done a deep dive since the tools we use for clients have been sufficient to date. Here are some of them:

  • MyMediaInfo — my agency switched over to this tool from a competitor in the spring, and in addition to being a strong PR database it offers good social media monitoring
  • Social Oomph (formerly TweetLater) — right now I use mainly for Twitter keyword alerts, better click analytics than and identification of socmed power users
  • Social Mention — pretty straight-forward, get a ping every time you or a client is mentioned
  • WordPress — very powerful and flexible platform, clients use both the .com and the .org hosted version. For analytics the cloud .com version offers very good Google based analytics, and also additional Quantcast numbers I’ve been exploring lately. The hosted version offers a number of tracking plugins – we use Wassup and StatPress for multiple clients

Of course social media isn’t all about tools, it’s about behavior online. And there are no right/wrong answers here, since the socmed analytics market is rapidly growing and evolving. But if you’re running socmed activities for business purposes, the benefits have to be quantified – or the project won’t continue to be funded.

Example of Social Media Analytics Dashboard from SAS

Fellow PR and Marketing professionals — care to help out here? What have you used, and what socmed analytic tools do you recommend? Let me know via comment or email, and let’s spread the knowledge.

But first — let’s all have a relaxing Labor Day weekend!

  3 Responses to “Social Media Analytics — What’s in Your Wallet?”

  1. Hi Chris,

    Well, I have to say I’m partial to our platform. :) It’s just wonderful to see that tracking *is* being done, that there are measurement practices and processes for gauging progress in social media being established.

    We emphasize that it’s important each business identify a suite of tools that fits its needs; not every set of goals matches every social media monitoring and measurement platform out there, so companies should do their research and select those that truly work for them.

    Nice list you’ve started here, and it’s always wonderful to come across a Radian6 mention.



    Teresa Basich
    Community Manager, Radian6

  2. Hi Chris, Thanks for bringing up the aspect of analytics for social media. When I was in-house, we didn’t have a budget to purchase any of the analytic tools. Rather, the metrics we were tracking were more elementary – how many followers and click-through on links.

    Where I gained more intelligence was on the action after the click-trhough to a dedicated landing page. Because I used unique codes, I could track the source of the clicks and then conversion rates.

    I look forward to checking out more of the services you mentioned above,

  3. Hi Chris,

    Check out WP-Stats-Dashboard for WordPress. It will give you all kinds of social media metrics.



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