Analytics Is King

So, this is what a blog looks like? You'll have to forgive the fact that I have not written anything here in almost two months (that's terrible). I've been busy saving the world (slight exaggeration) from misguided social analytics practices, and of course writing a lot for Edelman Digital. Just because I've been busy does not mean I haven't been thinking about what's next for the practice of social (or digital if you prefer) analytics.

Over the course of 2011 we've debated any number of social analytics topics including Klout and online influence more broadly, social media measurement and the role of listening within the large enterprise. Innovative things are happening in all three areas. Maybe not at the same rate of change as the broader social media ecosystem, but change is definitely happening.

I have a feeling we're going to see significant carry over in topics from 2011 to 2012, but I thought I would take a stab at five things you might not be thinking of from a social data perspective that we're likely to be talking about in 2012.

• This is the year Facebook, YouTube and Twitter get serious about its insights platforms. On December 15th, Facebook launched its new Insights platform, which should give brand page owners a better sense for how pages are performing. If you wanted to learn more about those changes, check out the video below from Stephanie Wonderlin of Tweetheart TV. We've also heard in recent weeks that Twitter is going to be launching brand pages, which will most likely be accompanied by an analytics dashboard. YouTube has also recently made changes to its platform as well. One of the reasons we've seen so many analytics tools pop up is because the big three social networks have been awful in keeping up with data needs. I think 2012 is the year we start to see that change.

• A real challenger to Klout will emerge - Lets be honest for a second... Klout isn't doing anything revolutionary, really, with its algorithm. It just so happens that it has greater mindshare than some of the other tools on the market. I think this is the year that we see a true challenger step up that combines a more rigorous approach to online influencer analysis and a user interface that is just as sexy.
• Integrated measurement will start to become a reality - It amazes me that for as much as we talk about integrated communications, we don't talk nearly enough about integrated measurement approaches. I think in 2012 companies are going to be really keen on developing an integrated scorecard approach that brings together all elements of communications.
• Primary research will be a key component of measurement strategies - There are just some elements of a program that we will not be able to measure through free tools. We need surveys. We need focus groups. Surveying online communities and using digital focus groups are going to be big in 2012. If you're not using them right now, you should be. Trust me, my friend Tom Webster will thank you for it. 
• Listening FINALLY goes beyond PR and marketing - More than two years ago, Ken Burbary and I wrote about how social data transcends PR and marketing. The reality is that social data has application to strategic planning, product development and HR as well. Unfortunately, we've not seen this trend really explode as of yet. The progressive brands are starting to use the data in this way. However, I think 2012 is the year we start to more widespread adoption of this idea.

These are just five of the things I'm watching for this year. What about you? What's on your radar?

I've been a bad blogger. I logged in this morning and saw I hadn't written anything since July 5th. That's ridiculous, and something I'm going to work on changing over the next few months. It isn't for a shortage of things to say (some people say I'm opinionated, heh), more for a shortage of time given the recent move to Chicago and new job with Edelman Digital.

Anyway, during my long blog hiatus (at least it felt long) I've been giving some thought to what it means to be a good digital citizen. You know, how do you maximize value for yourself on whatever social platform you are using, while simultaneously adding value for others? For the most part, most of the people I interact with on a daily basis on Twitter or Facebook or Google+ do just that. They are giving with their time, and try to add value to conversations they participate in online.

However, with the few good apples come several spoiled ones as well. It isn't that they are spoiled. It's more that they take advantage of their online presence to be overly promotional (certainly their choice) or share things that don't belong online. And by don't belong online I mean EVER. Don't get me wrong here...if a "friend" is dealing with something difficult I'd like to try and be there for the person. That exchange doesn't need to take place in the public stream, however. I'm not going to list off what should, or shouldn't be shared online. If you don't know the line by now, my post isn't going to change that.

Over on Facebook, I posted a status update asking my friends to define what it meant to be a good digital citizen. Some of the answers were pretty fascinating:

• Heather Whaling - "Be responsible and respectful."
• Kyle Flaherty - "Listen before you speak or type and always question everyone no matter their clout or Klout."
• Tim Walker - "The degree to which the Golden Rule applies here -- even if you're dealing with rivals / competitors / enemies -- is overwhelming."
• Tom Webster - "Relationships are complicated dances from first contact to familiarity to trust - just because social media provides a shortcut to one does not imply that there is a shortcut to the others."
• Wendy Boka - "How about making a point to keep the "bitching-about-little-thi​ngs"/criticizing other people's actions, posts, comments, etc. to less than 50% of your online activity."
• Jay Baer - "Play your own game."
• Jim Mitchem - "compassion."
  
• Arik Hanson - "No one mentioned anything about helping or assisting others--essentially paying it forward. See a few folks on this stream who have done/do a pretty good job of that. I think that's a big part of being a solid digital citizen."
• Stefanie Moore - "Two words: be useful."

Those are some pretty amazing comments, right? I almost considerded not writing the post...almost... So, if I were coming up with a list of attributes myself what would they be?

1. Being responsible and respectful - Heather's comment was just too good not to include here. It's true. If you tell someone you are going to do something, you better do it. Your reputation online is gone just as quickly as it is offline if you don't deliver.
2. Offer up constructive criticism when warranted - It's something that Kyle mentioned in his comment, but being critical is important regardless of someone's stature. We all get paid a lot of money to do important jobs for companies. They don't pay us to sugar coat opinions. Why would we do so online? If you are worried about damaging a friendship or connection, I'd argue that it wasn't a worthwhile friendship or connection in the first place.
3. Achieve translucency whenever possible - The idea of transparency in social media is one of the more ridiculous notions I've ever encountered. Listen folks, there's no such thing. With people or brands. There's always something a brand or person isn't telling you online. If we achieve translucency, we've won.
4. Dont share private information. Period. - You would think this one is self-explanatory, but I've seen plenty of instances where it's far from common sense. We don't need to know the intimate details of your date from the weekend. Nor do we need to know how your girlfriend looks in next-to-no clothing. If you want to consume that kind of information offline, please feel free.
5. Paying it forward - Arik was right on the money with this one. Those of us who have achieved some level of success in this business owe it to others to help whenever possible.
6. Add value - I think this is what Stefanie was getting at in her comment, but adding value is critical. You know what isn't adding value? Retweeting that Mashable story that you've seen in your stream about 400 times already. Chances are good we'll see it. No, adding value is offering up a constructive comment about that article if you do plan to share it.
7. Understand that there are limitless possibilities - If you're just starting out online you might be daunted by the size of the networks. Don't be. Spend a little time finding your niche, and understand that you can take it as far as you want.
8. Rome wasn't built in a day - This could've also been, "Patience is a Virtue." Either way, you get the point... Be patient with others and yourself. You won't build a presence in one day. 
9. Dont take things personally - Easier said than done, but if someone is critical of you don't take it personally. 

I'm sure there are others. What would you add?

We interrupt your regularly scheduled analytics broadcast for another confession: I love social media. First it was LinkedIn, now it’s all social media. Everything that’s happened as a result of participating in social media over the last few years has been positive. Well, maybe not everything, but darn near close to everything

One of the greatest parts about the space is that you never know when it is going to present you with interesting opportunities. Social media helps you discover everything from speaking engagements to guest blog post opportunities to, gasp, job possibilities.

A few weeks ago, I received a message (through social media, of course) from David Armano asking if I would be willing to get together for a drink while we were all in New York (for different reasons). When I showed up, there was Rick Murray, who I’ve also followed and admired for a long-time online. After our discussion, I was so pumped up that I remember going through every last detail of it in the cab.

These guys were interested in having me join the team? I was incredibly excited.

After more conversations (you know how these things go and don’t need me boring you with the details), I received an offer from the folks at Edelman to come to Chicago and take on a role as Vice President, Digital Analytics. In case you didn’t gather from the context inherent in the first few paragraphs here, I’ve decided to accept their offer and join the team.

WAIT… Did I just say move to Chicago and join Edelman Digital? Does that mean I’m leaving Austin? What about Ogilvy? I need answers!  

Let me take a second and try to address some of the questions:

1. Yes, I am moving to Chicago. Before the initial conversation with David and Rick, I had no plans of returning to the Midwest anytime soon. Sure, I love Chicago. Yes, I absolutely love everything about Minneapolis. Of course I love going home to Cleveland. But, the winters! Opportunities to work with guys of this caliber are not presented everyday, especially to those of us who are numbers dorks
2. Yes, it also means that I’m leaving Austin. After moving here in February 2010, I felt like this would be home for a long time. I love everything about the city and its people. I’ve made some tremendous friends here, and be damn sure I’ll be making plenty of return trips (aside from SXSW, of course)
3. It does, in fact, mean I’m leaving Ogilvy. This was the most difficult decision of all. Even in a relatively short period of time, the “Ogilvy red” has made its way into my veins. I love the people. I love the culture. It has great clients. This move should in no way change your opinion of that firm. It’s TOP NOTCH.

To say I am excited to join the likes of Jill Knisley, Zena Weist, Dave Fleet, Michael Brito, Chris Lightner, David Almacy, Phil Gomes and of course David and Rick was just something I couldn’t miss out on. These people are incredibly talented, and I can’t wait to work with them!

A few quick things before I continue to plan….errrrrr…. panic about moving cross country for the second time in two years in just a few weeks:

1. Several people helped me with this decision along the way. To Kyle Flaherty, Bridget Jewell, Allan Schoenberg, Damion White, Lisa Grimm, Gina Gretchko, Katie Huntley and Sonny Gill…. I can’t thank you all enough. Difficult decision and your unwavering support made it a lot easier. Again, thanks!
2. I’m going to miss my friends in Austin, “like whoa!” That, “like whoa” is credited to Lauren Warthan, who I’d most definitely put in this category. It’s going to be tough to leave such a great group of people, but hopefully we can all hang out again soon!
3. Go Bulls! The, “anyone but Lebron” motto will continue in the Windy City…

SWEET HOME CHICAGO (apologies Robert Johnson)