Getting Started, Getting Better: Improving social media via web analytics

The document discusses using web analytics to improve social media strategies. It introduces some models for measuring social media performance, including Jonathan Boyd's OODA loop model of observe, orient, decide, act and the RAC(S) funnel model of reach, acquisition, conversion, satisfaction. The document notes that the funnel has become less linear with social media. It then walks through applying each stage of the OODA and RAC(S) models to measuring different social media metrics like reach, acquisition, conversion, and satisfaction across various channels, topics, seasons and more. The goal is to develop a clear approach aligned with business goals using these analytical frameworks.