A review of Social Media Analytics by Marshall Sponder

Marshall Sponder is a web analytics and SEO/SEM specialist with expertise in market research, social media, networking and public relations. He has a thought leader and pioneer in the world of web analytics and has optimized the social media marketing efforts of brands such as Porter Novelli, IBM, Gillette, Pfizer, Warner Brothers and others.

Noting his resume, it makes sense then that his new book, titled Social Media Analytics, is a wealth of insightful information on the subject.

Of particular interest to me, personally, was Chapter 5 on Friends, Fans, and Followers: Determining Their Worth. I suspect that this is one of the most popular chapters of the book. Time is spent on analyzing the value of fans and followers using various theories and methodologies. One revelation that I found particularly interesting was that Twitter users are more engaged with brands than Facebook fans are. They are also more likely to purchase and/or recommend individual brands. Facebook fans, however, are drawn by discounts and promotions.

Social Media Analytics is a very thorough and, dare I say, intense read for those not in the analytics field. Topics delved into include:

• ·         ROI – What is the ROI of social media efforts?
• ·         Using data to target and find your customers
• ·         Multicultural social media
• ·         Online social intelligence
• ·         Determining the worth of friends, fans and followers
• ·         Finding and measuring influence
• ·         Scorecards – collecting and understanding data as well as implementing and monitoring
• ·         Monitoring content creation and tracking
• ·         Future of social media analytics and monitoring

Please keep in mind that Social Media Analytics is not a how-to guide so if you or your company is searching for a book to provide you with that type of information than I urge you to look elsewhere. Marshall Sponder is an analytics specialist and his perspective in this book that of an analyst. If you are already participating in social media and would like to take it to “the next level” in regards to analytics then I highly recommend you peruse this book.

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