“Analysis paralysis” and “desktop fodder” are two phrases I’ve heard over the years associated with reporting and analysis that subsequently takes you on the road to marketing nowhere. Moving beyond reporting, dashboards, and analysis is not rocket science – what is required is a desire to test some of the conclusions out in the marketplace. Action tends to generate inspiration while the reverse (for me at least) is more difficult to achieve.

A few brief examples of acting on social media analysis:

1. Blogger outreach – Susan Getgood has an excellent post on reaching out to bloggers, which starts with social media analytics to identify relevant individuals
2. Improve natural search through social media campaigns – often this involves nothing more than consistently and diligently “spreading the word” about your current assets and can be done through a vendor partner or by dedicating resources internally
3. Optimize SEO – based on themes (like those listed below) extracted from unstructured data using semantic analyses, tags can be created to automatically (and dynamically) update sites based on conversations people are currently having about your products or services
4. Modify existing digital assets (e.g., messaging) based on emerging concepts – use modified targeted banner ads within social network communities through ad networks if you have a bit more budget
5. Tap into your favorite social network community to spread your message (based on concepts gleaned from social media analyses) – setting up a Facebook profile is an obvious beginning but note that Facebook is looking to move beyond the “walled garden” by providing the ability to externalize profiles – more to come
6. Learn how to do a bicycle kick on a beach in Brazil (OK, no connection but what is a blog entry without a little fun?)

Conclusion

Testable marketing strategy can be implemented quickly and, in the quick-time world of social media, its impact can be measured on the back end by examining common social media metrics (e.g., activity and sentiment) as well as other web and primary research metrics.

Ernest Hemingway once said, “Never confuse movement with action”. So dive in, engage, and act upon data with testable strategy. Because Hemingway also said* that “understanding social media is a crucial step in implementing a fully developed brand strategy.”

*No he didn’t.