But that was not why Google made building social functionality a priority. Nor was improving its already dominant search feature. It’d would love this engagement but it doesn’t need it. Google scrambled to build Google+ because it watched Facebook and saw users were willing to volunteer biographical data to their social network, and that data is crucial to serving accurate ads users want to click. Search keywords and algorithmic analysis of your Gmail and other content weren’t enough. It had to start the journey to identity after shortsighted years of allowing users to sign up without asking who they really were. 90 million signups is a good start.
Last night’s Academy Awards ceremony was packed with unexpected moments both onstage and off. While Tinseltown enjoyed the evening from the Hollywood and Highland Center, Twitter gave the rest of us an all-access pass to join the fun from anywhere in the world.
Reporting on social media is all about telling a story, and compelling stories require context. Context is the key to turning data into insights. It may seem impressive to say your Facebook following increased by 500% or that you are outperforming the competition on Twitter, but without out any context these data points can be meaningless. Here are five ways to place context around your social media data so that you can tell a more compelling story and deliver insights in your reports.