A valuable new report from Altimeter Group, generously shared under their open research policy.
“A Framework for Social Analytics,” is the work of analyst Susan Etlinger.
In her blog post introducing the report, Susan also introduces the Social Media Measurement Compass:
This report is intended to offer a framework and set of use cases that demonstrate how social media is being used in business today. It includes examples, caveats and pragmatic recommendations to help you plan, execute and evaluate your own social measurement program. Here is the main framework, the “Social Media Measurement Compass,” which lays out six use cases for social media (and therefore measurement):
Altimeter’s Jeremiah Owyang also wrote about the report, with valuable insights both in his original post and in the comments that follow.