Web Analytics for Social Media
So if you have a social application vs informational vs retail, you are clearly going to look at your data differently, which is basically what the ClickZ article is saying: Web Analytics for Social Media – ClickZ. But what is perhaps pertinent is understanding your application and your user interaction model, and your data is subjective more than ever before. you can compare one retail store with another, and work on benchmarks, but can you compare one Facebook application with another, and apply benchmarks on one to the other?
Social media analytics interpretation comes down to understanding your application, and so often a social application’s lack of offline parallel is what makes this difficult:
Online retail – Offline retail
Online search – Yellow pages? (Took a while for this to resolve itself into not being a closed directory, but some search still is directory based)
Microblogging – ?
(Social) Bookmarking – ?
Social within social, Facebook applications – ?