What Social Media Analytics Can't Tell You
Social media analytics can help you understand the active members of your social media audience, but what about the people who aren't posting? How do you fill in the gaps in your analytics with insights into your customers' purchases, your fans' offline interests, or your users' reasons for liking what they like?
This session presents a new form of social media analysis that combines social and survey data. We'll share the results of three demonstration projects based on social media and survey data from 6,000 respondents. We'll show how this sheds light on some of the more mysterious corners of the social web, helping us to understand variations in online engagement, media consumption and purchasing among different types of social media users.
Whether you're looking for fresh insights on what makes social media users tick, or trying to expand your own monitoring and analytics program, this session will give you a first look at the latest research and research methods.
Additional Supporting Materials
- Which people or behaviors get missed by social media analytics, and how can you fill in those gaps with other kinds of data?
- What questions can you answer by combining social media and survey data?
- How do different types of social media users (e.g. influencers, lurkers, sharers) diverge in their opinions, preferences and behaviors?
- How can the combination of survey + social data help you fine-tune your social media activities to better target specific segments?
- What are the major challenges of combining survey and social data, and what are some strategies you can use to overcome them?
- Alexandra (moderator) Samuel, VP Social Media, Vision Critical
- Jeremiah Owyang, Partner, Altimeter Group
- Virginia Heffernan, National columnist, Yahoo
- Beth Kanter, Visiting Scholar, David and Lucile Packard Foundation
Alexandra Samuel, VP Social Media, Vision Critical
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