Cutter The Journal of IT Journal Information Technology Management Vol. 26, No. 10 October 2013 “With any substantial invest- ment in new technology The Value of Social Media comes the question of value. Is there enough value in the Data Analytics mountain of unstructured social media data to justify the expense and effort of Opening Statement by Matt Ganis and Avinash Kohirkar . 3 examining it?” — Matt Ganis and By the Numbers: Using Social Media Measurement to Drive Results by Jim Love . 6 Avinash Kohirkar, Creating Sustainable Value from Social Analytics Guest Editors by P Gopa Kumar, Girish Khanzode, and Mallika Bahety . 14 The Missing Link in Social Media Data Analytics by Thad Scheer . 22 Assessing the Value of Social Media Analytics by Nick Kadochnikov . 27 Social Media Due Diligence: Selecting the Right Social Listening Partner by Steve Andriole . 34 NOT FOR DISTRIBUTION For authorized use, contact Cutter Consortium: +1 781 648 8700
[email protected] Cutter IT Journal About Cutter IT Journal Cutter IT Journal® Cutter Business Technology Council: Part of Cutter Consortium’s mission is to Cutter IT Journal subscribers consider the Rob Austin, Ron Blitstein, Tom DeMarco, Lynne Ellyn, Israel Gat, Vince Kellen, foster debate and dialogue on the business Journal a “consultancy in print” and liken Tim Lister, Lou Mazzucchelli, technology issues challenging enterprises each month’s issue to the impassioned Ken Orr, and Robert D. Scott today, helping organizations leverage IT for debates they participate in at the end of Editor Emeritus: Ed Yourdon competitive advantage and business success. a day at a conference. Publisher: Karen Fine Coburn Cutter’s philosophy is that most of the issues Group Publisher: Chris Generali that managers face are complex enough to Every facet of IT — application integration, Managing Editor: Karen Pasley merit examination that goes beyond simple security, portfolio management, and testing, Production Editor: Linda M.