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Social Media Analytics
Effective Tools for Building, Interpreting, and Using Metrics

Download Chapter 9 - Going beyond Monitoring: Content Creation and Content Tracking

Written by: Marshall Sponder
Published by: McGraw-Hill Professional
Offered by: Awareness, Inc.

Chapter Excerpt:

'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 content 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, 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 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.'

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