Holistic social media metrics 'could benefit businesses'

Online marketing initiatives could be improved by the creation of a holistic social media analytics service.

Drawing information from all social media channels, this form of analytics could provide invaluable data, according to Serengeti Communication's Nathan Linnell, writing for Search Engine Watch.

He suggests that such a tool should offer various insights particular to each social networking site a brand is using.

However, it should also look at the data as a whole to provide information related to overarching social campaigns.

By combining this holistic approach, this kind of analytics tool could revolutionise how brands evaluate their social media efforts.

"While none of these types of tools [are] available now, they'll be here soon and they'll have the potential to drastically alter how we analyse and evaluate our social media efforts," Mr Linnell comments.

http://www.directnews.co.uk