A well thought out social media strategy isn’t complete unless there is a plan in place to measure the results. To gather the information required to conduct analysis at the individual level, brands should follow these four steps.
Step 1: Social Media Monitoring Data: Utilizing social media monitoring data will allow brands to understand the brand related conversations that occur outside of the properties they control.
Step 2: Facebook Graph API Data: Brands can get an abundance of data from the Facebook Insights interface, but it doesn’t go to the level that is required for individual level analysis. Instead, you must make use of the wealth of data that is available via the Graph API.
Step 3: Twitter API Data: This will allow you to retain historical data about how people engage on Twitter with your brand.
Step 4: Combine the Data: Once you start collecting the data from each of the sources, you can then begin to combine the individual level engagement data across all three sources.
Read more details on each of these steps to understanding your brand’s social media relationships at searchenginewatch.