Tuesday, 04 February 2014
Types of Social Media Technologies, source: Social Media – Metrics and Analytics, John Lovett.
There is an immense amount of Social Media technologies, to be integrated into CRMs, for different purposes. The best compilation and classification I have seen so far is the one made by John Lovett in a recent publication on the “state of the art” in Social Media, published in Spanish by Anaya, EAN: 9788441531413.
The cycle described in the figure serves to visualize the purpose of some of the technologies that are being talked about in the market, not only because of their use, but because they are being bought by the big players in the sector: Oracle, Microsoft, SAP, Salesforce, etc.
At the time of deciding to incorporate any of these technologies to companies, it must be analyzed if the one we are analyzing covers the purpose pursued. Broadly speaking, the objectives to be covered by each group can be cited schematically as follows:
1. Discover: Social search provides quick results on specific brands or queries. The metrics on which this discovery is based are: Trends, Repeat Brands / Keywords, Number of unique sources, etc.
2. Analyze: Social Analytics captures data and allows the exploration of social channels, issues, influential authors and competitors. The metrics: Social mentions, voice share, opinion, influence, authority, loyalty, impact.
3. Engage: Social interaction allows businesses to monitor, assign and respond to social media research. The metrics: Comments, likes measurements, shares, interaction rate, virality.
4. Facilitate: Social platform development tools allow businesses to create “online spaces” for consumers to interact and engage. The metrics: Registered users, new users, community growth.
5. Manage: Social aggregation, internal collaboration and control tools provide unified management solutions. The Metrics: Social Media effectiveness, customer lifecycle value.
