© Alex Gonçalves 2017

Alex Gonçalves, Social Media Analytics Strategy, https://doi.org/10.1007/978-1-4842-3102-9_11

11. Metrics

The Basis for Analysis

Alex Gonçalves

(1)Las Vegas, Nevada, USA

Metrics are the basis for analysis. When raw information is gathered into an analytics system, it is transformed into a metric for user interaction, dashboard display, and reporting.

A quick example is the key metrics table in Figure 11-1. The table displays a collection of important metrics put together, making it easy for us to have a basic understanding about the activity on a social channel and compare it to other channels, which in this case are competitor brands.

Figure 11-1. Key metrics table

Metrics can be very simple and straightforward, such as the ...

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