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The Top Beer Brands On Social Media

Share Social media is a delicate proposition for Beer brands. On one hand their product is one of the most social products available. On the other hand, there are regulations about how social the brand itself can be. This article looks at the top Beer brands on social media, and what they are doing to [...]

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Facebook, Twitter, LinkedIn, YouTube and Google Plus – What Are They Good For?

Share In this article we look at the Track Social platform leaderboards for Facebook, Twitter, LinkedIn, YouTube and Google Plus to answer the question: What are they good for? What types of businesses lead the use of each social platform? Last year Track Social did a study looking at what types of companies lead the [...]

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The 10 Most Liked Posts of March 2013

Share Track Social follows hundreds of thousands of posts made by brands on Facebook every month, and here are the most Most Liked from March 2013. March was the month of cars and style! BMW and Lamborghini touted fresh vehicles from their respective brands, while Monster Energy showed off its rather monstrously styled custom Ford. [...]

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Turning Social Data into Social Results

Share The universe now contains a lot of social data. This article is about general approaches to turning social data into social results, and how Track Social helps businesses do that. Humans are peculiar creatures… what time they do not spend socializing, they spend monitoring themselves and collecting infinite volumes of data about their own [...]

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Turning Social Data into Social Results

The universe now contains a lot of social data. This article is about general approaches to turning social data into social results, and how Track Social helps businesses do that.

Humans are peculiar creatures… what time they do not spend socializing, they spend monitoring themselves and collecting infinite volumes of data about their own behavior. The result is what we call the Vast Social Data Miasma…

The Vast Social Data Miasma

So how do we use this swirling data cesspool to provide meaningful business insights?

For that we use a general framework:

The Three Keys to the Gates of Data Nirvana

1. Solid Data (Accurate and complete)
2. Sensible Questions (Well-defined and meaningful)
3. Rational Interpretation (Objective and informed)

Since we already have #1 covered, it becomes Questions and Interpretation that are most critical in extracting value from social data. The challenge is however that every brand, every business, every product, every audience… is a unique snowflake floating in the endless social snowfield. And hence, although there are many useful generalizations, the precise best Questions to ask, and the exact Interpretation that applies, remains specific to every situation.

Key #2 is an often under-served aspect of data analysis. Sometimes people expect data to simply sing answers to them, without anyone having to think too much about it. Instead, deeply considering the questions that a business wants to answer is usually the most important part of the process.

We think of the Questions as residing on a Pyramid of Data Inquiry, with the deeper, more “existential” questions forming the base, through to the more questions at the tip.

The Pyramid of Data Inquiry

 

Interestingly, the evolution of inquiry about Facebook Posts also tracks the evolution of social media as a component of marketing budgets generally.

Next we can give some further insight as to how we use the Data we have to answer these various types of Questions.

What response do my posts get?

[From the white paper "Optimizing Facebook Engagement".]

Is the response to my posts good? 

[From a client competitive study. Brand names withheld.]

Are my posts worthwhile?

[From a client performance report.]

Don’t let pretty charts fool you!

Finally, we come to the third of our Keys: Interpretation.

You can make a sexy chart about anything. Well, we can. But data always requires context, always makes assumptions, always has uncertainty – and hence always requires Interpretation.

While this is a topic worthy of an entire website, our general guidance is that the more broad and general the questions (i.e. the further down the pyramid you go) the less certain the results become, and the more open to interpretation they become.

All inquiry is valid. We use Track Social to answer questions at all levels of the Data Inquiry Pyramid. However it is also important to understand that not everything is knowable… and at the level of Existential Questions, social data is sometimes only able to provide directional guidance to humans, that then have to make decisions with human brains.

This article was the topic of a webinar run by socialmediatoday.com on Tuesday March 19, 12PM EST.

Track Social, the leading social media analytics platform and consultancy, offers extensive social monitoring and reporting solutions for small businesses and enterprise clients.

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