Develop a Social Analytics Program
Go beyond counting your likes: harness “the world’s largest focus group” for deep insights about your customers, competitors, and employees.
- Social media is wildly popular with consumers and as a result, many businesses are starting to develop a presence on services like Facebook and Twitter. However, many businesses still struggle with understanding how to leverage consumer insights from these services to drive business decisions. They’re intimidated by the sheer volume of social data, and aren’t sure what to do about it.
- Companies that do have an analytics program are often operating it on an ad-hoc basis rather than making an effort to integrate social insights with existing sourcing of consumer data. In doing this, they’re failing to make holistic decisions and missing out on valuable consumer and competitive insights.
- HR is a new player to social media and needs to determine its role in the overall organization’s social media strategy to leverage both employee brand opportunities and employee engagement.
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Our Advice
Critical Insight
- Social analytics are indispensable in gaining real-time insights across HR, marketing, sales, and customer service. SMBs can use social analytics to gain valuable consumer insights at a significantly lower expense than traditional forms of market research.
- The greatest value from social analytics comes when organizations marry social data sources with other forms of customer information, such as point-of-sale data, customer surveys, focus groups, and psychographic profiles.
- Social analytics must be integrated with your broader BI program for maximum effect. Consider creating a Customer Insights Center of Excellence (CICOE) to serve as a one-stop shop for both traditional and social customer analytics.
- A best-of-breed Social Media Management Platform (SMMP) is the key enabling technology for conducting analytics, and IT must assist with selection, implementation, and operation of this solution.
- Internal social analytics is an emerging field that allows you to gauge the sentiment of your employees, while turbocharging ideation and feedback processes. Social networking analysis is particularly valuable for internal analysis.
Impact and Result
- Understand the value of a social analytics program for HR and other departmental use cases – how social analytics improves decision making and boosts critical performance indicators like revenue attainment and customer satisfaction.
- Determine the different social metrics (such as sentiment and frequency analysis) your business should be tracking and how to turn metrics into deep consumer insights.
- Follow a step-by-step guide for successfully executing a social analytics program across your organization.
- Roll out an internal analytics program to gauge the sentiment of your employees, improve engagement, and understand informal influencer networks.
About McLean & Company
McLean & Company is an HR research and advisory firm providing practical solutions to human resources challenges via executable research, tools, diagnostics, and advisory services that have a clear and measurable impact on your business.
What Is a Blueprint?
A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your HR problems.
Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.
Need Extra Help?
Speak With An Analyst
Get the help you need in this 1-phase advisory process. You'll receive 4 touchpoints with our researchers, all included in your membership.
- Call 1: Determine your Use Cases
Advisory Call: Determining the right social analytics use cases for your organization.
- Call 2: Define and Interpret your Metrics
Advisory Call: Deciding which metrics are most important to your organization – what should you track?
Tool Review: Review the outputs of your social analytics maturity assessment.
- Call 3: Execute the Social Analytics Program
Advisory Call: Governance and technology selection for a social analytics program.
Advisory Call: Staffing your social analytics program.
Advisory Call: Debrief from your social analytics pilot program.
Template Review: Have an analyst review a draft of your social analytics business plan.
- Call 4: Social Analytics Inside the Enterprise
Advisory Call: Driving employee-to-employee collaboration – capturing insights with a social collaboration platform.
Contributors
Expert Contributors
- Dave Kerpen, Likeable Social Media
- Lon Safko, The Social Media Bible
- Mark Evans, ME Consulting
- Scott Klososky, Enterprise Social Technologies
- Joe Rotella, Delphia Consulting
- Jason Falls, Social Media Explorer
- Mark Schaefer, Schaefer Marketing Solutions
Company Contributors
- H2 Central, Marketing & Commmunications
- Association of American Medical Colleges
- Delta Dentals
- AMEC
- 57 survey respondents
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