Social Analytics Lifecycle and Social Media Strategy: A Graphical Framework

For any organization who wants to go social, social analytics life-cycle is very important. If your social analytics lifecycle is right then your job of social media optimization is almost half-done. But what is social analytics lifecycle? In simple words, it is a framework for an organization to go for social media optimization. This is the extension of the social media strategies that I already have discussed in my previous posts. Social analytics lifecycle helps an organization to formulate their social media strategy in right way.

John Lovett and the Altimeter Group have defined Social Marketing Analytics as the process of measuring, analyzing and interpreting the results of interactions between brands and consumers and/or businesses across digital channels in the context of specific goals and objectives. If you want to know more about the definition of social analytics, then you can have a look here at the interesting discussions on ‘How to define social analytics?’

The graphical framework of social analytics lifecycle consists of the following steps -

Firstly Discover the social web. To discover a social web, you can get help from social media conversation prism that I described in my previous post. Then you need to filter out the relevant signal from social noise. It means, you have to find out what people are talking about your organization in various social medias. Then from the collected data you need to segment this in two main categories.

1) Strategic which covers your product development, strategic planning and corporate communication
2) Tactical which covers your Marketing and advertising, customer care and sales

After filtering out and segmenting the social noise in various categories, you need to formulate the social media strategy. You will get many insights for your business from social noise. You need to come up with different strategies for each of the category you have already set up.

Now comes the execution part which is very important in case of social media optimization. For any organization, you need to keep all your departments in sync with organizational goals and the social strategies you already built. Branding is the most vital part of any social media optimization and that’s why you need consistency all through your social presence  and the information flow should be in sync with all departments.

Your social media strategy execution should be in line with the company innovation, future direction, reputation management, campaigns, customer satisfaction improvements, and social CRM.

This one comes from Ken Burbary who’s doing some great thinking in the social media space. He’s also one of the organizers behind the Module 2010 Digital Conference

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