Get Bold: Using Social Media to Create a New Type of Social Business

Chapter 7. Analyze Your Data

“Social analytics are, in fact, the new black.”

Sandy Carter

“No matter how far you have gone on the wrong road, turn back.”

Turkish Proverb

ROE: Return on Everything

Every Social Business measures the impact of actions on its results. The process of measuring could be simple or more complex. Today, however, the bottom line for everyone seems to be ROE—return on everything, including social techniques. Because an organization becomes a “Social Business” by empowering all stakeholders in the use of social tools, measuring the result of this empowerment is crucial to showcase competitive advantage.

But how does social work produce value for the business? Efforts to measure actions must go far enough that your company ...