As more companies create official social media policies, draft up strategies, and even hire dedicated staff to manage social media, at some point, people stop along the way and ask, “who should own this?”
Social media ROI analysis is in its infancy. I believe this is a result not because we lack tools and metrics, but rather there is a disconnect between data analysts who lack understanding of social media, and social media managers, who lack an understanding of analytics.
I’m always being asked about which tools are the best for monitoring and measuring social media. That’s a difficult question for me to answer without first understanding your business objectives, of course…
I just returned from the Social Media Strategies Summit in Las Vegas, NV hosted by GSMI where I presented on measuring social media for the SMB. One of my leave behind handouts was this flow chart I adapted from the US Air Force.