Metrics, analytics, and ROI are important, but it's easy to get overwhelmed. Before considering metrics, it's important to look at the organizational context and your own subjective role within the analytics process. Analytics is subjective, and involves personal judgments about the goals and context of the inquiry, the social media group under analysis, and the metrics to be used. To achieve a holistic understanding, analysts should discuss their individual subjective views and use questions to explore their subjectivity.
The major takeaways are to start by learning about the situation and context, acknowledging the subjective nature of analytics, and conducting analytics as an interactive group activity. This can help identify insights that make a difference and lead to tracking the right metrics.
For more resources, check out the suggested articles on web analytics tools, social media metrics, and advanced real-time analytics. Holistic analytics can help you gain a more systemic understanding before deciding which metrics to track.
Analyzing the Analyst: A Guide to Holistic Analytics for Tracking the Right Metrics
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