ABSTRACT
Social media offer a unique opportunity to measure human nature and communication behavior. Social media monitoring is about listening to what readers, audience is saying about them on social media. Social media measurement serves basic business goals, which include raising revenue, lowering costs and increasing satisfaction among customers. At the end of the social media measurement process, "do" metrics allow us to track behavioral outcomes, such as making a product purchase. Experts in measurement metrics and analytics are discovering how to collect, analyze and present data. The measurement industry offers "deliverables" to clients, and social media metrics and analytics have become big business. Only through repeated measures and replication of data can we build concepts around predictive theory and analytics. Analytics allow a site manager to examine page bounce rates, which measure how quickly a user exits an individual page. The Twitter Analytics website allows a social media manager to download account data in monthly chunks.
