Why Social Analytics are Different for the Enterprise
To date Social Analytics have been solely focussed on the consumer in a B2C context. The efforts have been led by marketers developing and sending brand content as social media into the consumer social channels of Facebook, twitter, Instagram and the like. With the rise of Enterprise Social Networking, enterprise social analytics approaches have simply been migrated from the consumer world and dominated by activity measures. By using online Yammer social networking data collected from over 20 enterprises worldwide, we show how these measures can work against Enterprise goals of collaboration, relationship building and Empowerment. Alternative measures centred on social cohesion provide the best indicator for Enterprise goal achievement.