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Where we left off leaves one with great insights as to the importance of understanding the large quantities of information there is available through social media.  Likes, comments, and shares are just part of the information available.  The SAS's article,  Social Media Metrics , further explores the information available, and what can and should be done with that data. The white paper outlines 3 essential tools to use to gather relevant information about the engagement your social media is creating.  First are descriptive statistics, generally accessible on the page you are using, this data includes number of page likes, followers, and what channels generate more activity.  Next is social network analysis.  This involves following the links posted by your followers, seeing where your content is being shared, and seeing what stirs up conversation among followers.  This helps to identify sources and levels of influence in your media. ...

The UCSD Sailing Team uses a lot of social media to connect with its followers.  It has two Facebook groups, a Facebook page, email account, Google group, school run website, and two Twitter accounts.  These various avenues off different opportunities and provide different information about how effective its outreach is. A few of these mediums are used more for communication than for promotion.  For example, the team has a private Facebook group which is used to organize practices and meetings.  However, it is also used to organize promotion.  The team uses the other Facebook group and the Google group for its alumni, updating them on the team's results, how they can help give back, and about alumni related events.  This can be seen as localizing some of our content to those who have a more intimate relationship with the team.  Further the team email account is used for professional communication and as a long term address that people can use t...

Creating and updating your social media is only half the battle.  The other half is utilizing data available to measure, understand and predict the impact of social media on a business.  This is what is explored in the article  Social Media Metrics  by the SAS institute, a leader in business analytic software and service, and an independent business intelligence marketer. Measuring success on social media in undoubtedly difficult.  There is not necessarily a direct return on investment or even a necessary correlation between activity and returns.  Hits or page views is a meaningless view of success unless it correlates with increased sales, reduced costs, or a change in strategy.  More important however, is engagement.  A viewer of content that shows life on the page either through a comment, like, share, "re tweet", or any other mode of interaction with the content is what is worth the most.   Of cou...