Social Media Analytics Strategy: Using Data to Optimize Business Performance

© 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  

(1)

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 ...