Want to learn the Adobe Analytics and Testing platforms from the team at Web Analytics Demystified? Sign up for our April 2014 "Adobe Intensive" and learn Enterprise Analytics from the best in the business!

The Social Technology Spectrum

Published by John Lovett on September 13, 2011 All posts from John Lovett

Social media technologies are massively confusing today. Not because they aren’t powerful or capable of substantially benefitting your organization, but because there are so many to choose from…

During my research while writing my book, Social Media Metrics Secrets (Wiley, 2011) and through countless interviews with social media practitioners and leading vendors in the industry, I developed a categorization schema for understanding social media technologies. I call this the Social Media Technology Spectrum. Across this spectrum, there are five primary functions that businesses can accomplish with social media technologies:

Discover > Analyze > Engage > Facilitate > Manage

While, I go into great detail about each category in the book, I’ll offer an overview here:

    The Discovery Tools (Social Search) Discovery tools are social media solutions that effectively act as search engines for social media channels and platforms. Typically, Social Search technologies are freely available, but they don’t allow you to save search queries, download data or export results. Example Discover vendors include: SocialMention, IceRocket, Backtweets, Topsy, and hundreds more. 

    The Analysis Technologies (Social Analytics) These tools are most commonly associated with listening platforms, but in my view, Social Analytics vendor requirements include: filters, segments, visualizations and ultimately analysis. Example Analyze vendors include: Alterian SM2, Omniture SocialAnalytics, Radian6, Sysomos, and many more.

    The Engagement Platforms (Engagement/Workflow) Vendors in this category extend their Social Analytics capabilities to include workflow delegation and engagement capabilities from directly within the interface, it places more controls at the fingertips of your internal business users. Example Engage vendors include: Crimson Hexagon, Hootsuite, Objective Marketer, Collective Intellect, and many more.

    The Hosting and Facilitation Tools (Social Platforms) If you need to offer your community a social media destination like a user group, a forum, or a designated social media website. That’s where the Social Facilitation technologies provide a platform that can facilitate the conversation, the dialogue and the learning experience. Example Facilitate vendors include: Mzinga, Pluck, Ning, Lithium, Jive, Telligent and many more.

    The Management Solutions (Social Management) This group of technology offerings includes social customer relationship management tools, internal collaboration solutions, and social media aggregation services that enable businesses to manage their social media efforts in an orchestrated way. Example Manage vendors include: BatchBook, Flowtown, Salesforce Chatter, Yammer and many more.

As you can see, each category has associated vendors. While there is certainly some cross-over here, there is also a lot more depth to each of the categories. For each category, you can delve deeper by specific social media channel (i.e., there’s a whole cast of Social Analytics tools specifically for Twitter). Yet, in a technology environment that is so cluttered with options and new entrants, I feel that some categorization is merited.

But what do you think? … Am I on the right track here? Do you use technologies from multiple categories? …What did I miss?

Categorized under Social Media Measurement, Web Analytics Tools

  • http://SAS.com Marta

    The management solutions I would call it social CRM Solutions in the analysis technologies don’t forget about data driven tools that focus on setecting patterns in text data( sentiment analysis) and tools that link the social data with other web and offline data sources

  • http://john.webanalyticsdemystified.com John Lovett

    Hi Marta,

    Thanks for your comment. Yes, my category of management is very close to Social CRM, but I intentionally avoided that term because I believe that social is not just a flavor of CRM, but in fact an integral part. Salesforce.com is making this a reality as they continue to build out and acquire social technologies to add to the business intelligence and sales support functions. Further, I envision this category not merely as a means to manage your social customers, but also to manage your employees using social technologies.

    Regarding linking social data with other sources: certainly there many technologies that make this possible. In fact, I’ve worked closely with IBM and Teradata to conceptualize the concept of True Profiles within customer data warehouses. Yet, I still see these capabilities as a data integration elements rather than true social technologies.

    Yet, you bring up a good point in that the technology stack is quite large and there’s lots to consider. Cheers, John

  • http://blog.sysomos.com 40deuce

    Thanks so much for including Sysomos in here!

    And yes, you’re right that there can be a bunch of crossover of some of these programs. I could see Sysomos fitting into at least 4 categories you have listed above.

    Sheldon, community manager for Sysomos

  • http://www.itconsultancyservices.com/ IT Consultancy Services

    Hi really thanx for the article i am looking for the information got this article very informative .


Recent Blog Posts

Current Order Value
Adam Greco, Senior Partner

I recently had a client pose an interesting question related to their shopping cart. They wanted to know the distribution of money its visitors were bringing with them to each step of the shopping cart funnel.

Continue reading this article ... ... more from Adam Greco

A Guide to Segment Sharing in Adobe Analytics
Tim Wilson, Partner

Over the past year, I've run into situations multiple times where I wanted an Adobe Analytics segment to be available in multiple Adobe Analytics platforms. It turns out…that's not as easy as it sounds. I actually went multiple rounds with Client Care once trying to get it figured out. And, I’ve found "the answer" on more than one occasion, only to later realize that that answer was a bit misguided.

Continue reading this article ... ... more from Tim Wilson

Currencies & Exchange Rates
Adam Greco, Senior Partner

If your web analytics work covers websites or apps that span different countries, there are some important aspects of Adobe SiteCatalyst (Analytics) that you must know. In this post, I will share some of the things I have learned over the years related to currencies and exchange rates in SiteCatalyst.

Continue reading this article ... ... more from Adam Greco

Linking Authenticated Visitors Across Devices
Adam Greco, Senior Partner

In the last few years, people have become accustomed to using multiple digital devices simultaneously. While watching the recent winter Olympics, consumers might be on the Olympics website, while also using native mobile or tablet apps. As a result, some of my clients have asked me whether it is possible to link visits and paths across these devices so they can see cross-device paths and other behaviors.

Continue reading this article ... ... more from Adam Greco

The 80/20 Rule for Analytics Teams
Eric T. Peterson, Senior Partner

I had the pleasure last week of visiting with one of Web Analytics Demystified’s longest-standing and, at least from a digital analytical perspective, most successful clients. The team has grown tremendously over the years in terms of size and, more importantly, stature within the broader multi-channel business and has become one of the most productive and mature digital analytics groups that I personally am aware of across the industry.

Continue reading this article ... ... more from Eric T. Peterson

Ten Things You Should ALWAYS Do (or Not Do) in Excel
Tim Wilson, Partner

Last week I was surprised by the Twitter conversation a fairly innocuous vent-via-Twitter tweet started, with several people noting that they had no idea you could simple turn off the gridlines.

Continue reading this article ... ... more from Tim Wilson

Omni Man (and Team Demystified) Needs You!
Adam Greco, Senior Partner

As someone in the web analytics field, you probably hear how lucky you are due to the fact that there are always web analytics jobs available. When the rest of the country is looking for work and you get daily calls from recruiters, it isn’t a bad position to be in! At Web Analytics Demystified, we have more than doubled in the past year and still cannot keep up with the demand, so I am reaching out to you ...

Continue reading this article ... ... more from Adam Greco

A Useful Framework for Social Media "Engagements"
Tim Wilson, Partner

Whether you have a single toe dipped in the waters of social media analytics or are fully submerged and drowning, you’ve almost certainly grappled with "engagement." This post isn’t going to answer the question "Is engagement ROI?" ...

Continue reading this article ... ... more from Tim Wilson

It’s not about "Big Data", it’s about the "RIGHT data"
Michele Kiss, Partner

Unless you’ve been living under a rock, you have heard (and perhaps grown tired) of the buzzword "big data." But in attempts to chase the "next shiny thing", companies may focus too much on "big data" rather than the "right data."

Continue reading this article ... ... more from Michele Kiss

Eric T.








Contact Us

You can contact Web Analytics Demystified day or night via email or by reaching out to one of our Partners directly.

» Contact Information

Web Analytics Demystified, Inc.
P.O. Box 13303
Portland, OR 97213
(503) 282-2601

Useful Links