» What Social Media Analytics Can’t Tell You

What Social Media Analytics Can’t Tell You



Moderator: Alexandra Samuel, VP, Social Media, Vision Critical, @awsamuel
Jeremiah Owyang, President, Web Strategy, Altimeter Group, @jowyang
Colby Flint, Consumer Insight Strategist, Discovery Communications
Beth Kanter, Visiting Scholar, David and Lucile Packard Foundation, @kanter

Session Preview:

Social media has made quite the leap from being a non-accountable place to test leftover media budgets, to today, where ever increasing analytics and ROI models are tied to every tweet, pin, post and share. Yet despite this wealth of data, nearly everyone has stared at a never ending Excel spreadsheet when asked to interpret the meaning and felt a little like Donald Rumsfeld at a Department of Defense news briefing:

“…there are known knowns; there are things we know that we know. There are known unknowns; that is to say, there are things that we now know we don’t know. But there are also unknown unknowns – there are things we do not know we don’t know.” – Donald Rumsfeld, 2002

So even if your only desire is to avoid a “Foot in the Mouth” award like our former U.S. Secretary of Defense, I’d still suggest paying close attention to this panel as they unveil some new models of research, layer in survey and social data, and fill in the blanks that exist in our current methods of interpreting data. After all, you don’t know what you don’t know – well, not yet anyway.

Reported by SX Scout:

John J. Antognoli
Director, Digital



Friday, March 7
3:30PM – 4:30PM
Sheraton Austin
Capitol EFGH

Session Recap:

In What Social Media Analytics Can’t Tell You Jeremiah Owyang, Colby Flint and Beth Kanter discussed new models of research, survey and social data in three specific areas: The Collaborative Economy, Social TV and How Non-Profits Can Use Social Media.

The Collaborative Economy

Owyang discussed the new economic model made up of shared ownership and access among people, startups, corporations and governments. People are using social networks as a conduit to access what they want and need from each other, including goods, services, transportation (e.g. Uber), space (e.g. Airbnb) and money. As a society, we are beginning to favor access to goods and services over ownership.

This portion of the session went on to provide several interesting stats, including that 68% of Facebook users are silent, making them invisible to analytics. Active Twitter users are two times as likely to be luxury shoppers, people ages 18-34 are more comfortable sharing their social data and people who use Facebook more often tend to do more of this type of neo-sharing.

Social TV

Social TV is on the rise. In fact, @DiscoveryComm had 120 hours of live integrated social components on TV programs in 2013. @DiscoveryComm emphasizes social reloads, in which they air old episodes embedded with the top social comments from the original airing. Active social media users are most interested in seeing the facts about the show while watch TV. We like to learn.

How Non-Profits Can Use Social Media

A key theme from this portion of the session was that if non-profits aren’t urging donors to post on their behalf when they donate, they’re missing a huge opportunity. Non-profits require more than slacktivism. A slacktivist will simply retweet, like or share; however, they won’t go the extra step and donate. They need to reach more “doers.”

Reported by SX Scout:

Josh Rangel
Director, Digital


701 E 11th St Austin, TX 78701