© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2022
A. U. FoxSocial Media Analytics Strategyhttps://doi.org/10.1007/978-1-4842-8306-6_11

11. Metrics

The Basis for Analysis
April Ursula Fox1  
Las Vegas, NV, 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.

A table represents the key metrics ...

Get Social Media Analytics Strategy: Using Data to Optimize Business Performance now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.