Megan Berry is Marketing Manager for Klout, the standard for online influence. She also blogs at The Huffington Post and Brazen Careerist. You can follow her on Twitter at @meganberry.

You know your business can’t just wing it on Twitter, you need a strategy. But how do you get there? A lot of social media advice revolves around confusing, high-concept buzzwords: There are only so many times you can be told to “listen” and “engage.” Concrete advice can be hard to come by, and while this guide won’t tell you what you need to tweet, it will provide you with the real questions you need to ask in order to craft a Twitter strategy for your business.

1. Choose Your Audience

Here is a quick example: Look up at least 10 of your customers on Twitter (a quick name search on Google can turned up their Twitter profiles). Once you’ve found some, look at who they’re following and who they talk to. These people could also become part of your audience. Look at how they describe themselves and what terms they talk about. Use those keywords and terms to find like-minded people.

The goal here is not to find everyone you’d like to interact with (that would probably be next to impossible), but to find people who might fit into your audience. Try to pay attention to who has influence in your audience. For example: who are people talking to, about or retweeting? Who do they seem to ask for advice? Once you have a decent group, move on to step two.

2. Understand How They Speak

• Look up what people are saying about your company. Are they saying good things or bad things? Are they asking for advice about what product or company to choose? Are they giving feedback about their experiences after the fact?
• Do the same for your competitors. Note if your competitors are jumping in or influencing any of these conversations.
• Notice the way your audience talks. Are they generally formal or informal? This will be very different depending on the companies you are tracking and the people you attract. It’s always good to match the tone of your audience.
• Look at what your audience shares and retweets. What kinds of links and articles do they like? What kinds of terms and ideas get them excited or annoyed?
• Note any hashtags or other ways your audience connects. Look up those hashtags to see if they have any real traction (if they’re all spam or if people are really using them to connect).

3. How Much is a Twitter Lead Worth?

This is a bit more theoretical but it’s an important step that many companies forget. The reason you’re involved with Twitter isn’t just to say you’re there, it’s because you’re looking for a good return on investment. So what is it that you’re after? It might be as concrete as sign-ups and sales or as ephemeral as buzz and brand awareness.

Depending on your goal, try to figure out how much each person is “worth.” This almost certainly won’t be an exact number, but you should get a general idea. For example, if you’re doing B2B sales and a sale is worth hundreds of thousands of dollars, you’re going to have a very different strategy than a company with millions of users that makes its money from advertising.

4. Set A Goal and Track It

Setting a goal is just the start of your strategy, you also need to track it with metrics. Choosing metrics does not just mean tracking your follower count because the count isn’t always a totally accurate measure of how many people are paying attention to your account.

There are obviously different approaches depending on the size of your fan base. If you have a large audience, you might not be able to put a lot of time into each lead. Your overall goal will likely be about brand awareness and creating buzz for your company. You should consider metrics that capture overall influence such as retweets, blog posts and clicks.

If you have a targeted audience, each lead probably carries more value. You overall goal will likely be to generate new leads. You should consider metrics like sales, email sign-ups, @messages, direct messages and clicks.

5. Define Your Approach

• How formal or informal do you want to be?
• Should you include buzzwords or hashtags?
• How much effort should you put into reaching out to specific followers or finding new ones?
• What kind of links and content should you share?
• Can you do any special offers or campaigns on your account?
• What’s the style of your company? You have know your company’s message and define its personality. Your followers will appreciate the authenticity.

Any Twitter strategy is a perpetual work in progress. Just deciding that you need a strategy is an important first step that will have you thinking about what and why you tweet. The key is to keep experimenting: Twitter is ever-changing and to succeed on it you need to be flexible, but you also need to know where you’re headed.

GMAIL USERS: We hope you’ll join the discussion over on Mashable’s Google Buzz account.

With more than 9 million posts and comments in two days, Google Buzz has stormed the web like a swarm of locusts. An array of strong features, integration with Gmail and lots of press have turned Buzz into an overnight phenomenon.

If you’re like a lot of us, you’ve suddenly found yourself using your Gmail even more than you already were. Spending so much time in Gmail and Buzz, though, inevitably takes away from your Facebook () and Twitter (), and who wants to sacrifice their tweeting and Facebooking?

Luckily if you’re a Gmail user, you don’t have to sacrifice either, even while you’re browsing your e-mail or your buzz.

Gadget Integration Is Your Friend

“The key was using Gmail Labs feature at the bottom of the list called ‘Add any gadget by URL’. This allowed me to add these 3 features to my Gmail sidebar.”

By utilizing third-party gadgets, he transformed his Gmail into a place where he could access his Twitter, Buzz and Facebook straight from his Gmail. Here’s how:

Step By Step: Integrating Your Social Media into Buzz

2. Now go to Settings –> Gadgets. Here you’ll find a place to add Gadget URLs.

3. Add the TwitterGadget App. Any iGoogle gadget will do actually, but the best one in our opinion is TwitterGadget, a fully-functional Twitter service for iGoogle and Gmail. This lets tweet from the sidebar or open up your Twitter with all of your tabs intact. It even supports multiple accounts.

To add it, copy and paste this URL into Gmail’s Gadget settings: “https://twittergadget.appspot.com/gadget-gmail.xml”

4. Add the Facebook Gadget. In the same way you added TwitterGadget, you can add Facebook to your Gmail. While Google has an official Facebook gadget, it doesn’t play nicely with Gmail, so we suggest using the app Ari Milner users: Facebook Gadget by iBruno. It will expand into the rest of your Gmail for easy Facebook management.

To add it, copy and paste this URL into Gmail’s Gadget settings: “http://hosting.gmodules.com/ig/gadgets/file/104971404861070329537/facebook.xml”

5. That’s it! Google Buzz, Facebook, Twitter, and Gmail are now all wrapped up into one. Pretty nifty, no? Let us know about your experience in the comments.

Like with many things in life, you can get people to do things that you want them to by offering an incentive. Any parent knows how to use positive reinforcement with their children – “once you finish your homework, you can watch a show on television”.

And the same works when you want to get more fans on your Facebook page – offer the visitor a deal or some content that is only available to fans.

This can be done with an fbml tag called visible to connection.

This tag is wrapped around the special content that you want to only be available to your fans. It can be a video, a free ebook, a coupon – anything that you can think of that people will want.

Here’s how you do it.

Only fans can see the content within the tags. Super easy, right?

Keep in mind that this is an incentive. It is not to hide sensitive information. If someone views the source code of the page, which is a huge mess on Facebook, they will be able to find it. It’s an incentive and will encourage people to become fans but isn’t exactly the height of security.

As much as I love my facebook friends there are some applications that I don’t want or need to see clogging up my news feed. The application can be removed from the news feed, although it isn’t obvious, and you won’t have to de-friend your first boyfriend.

For this example, let’s use … hmm … I don’t know … how about Mafia Wars? While I am thrilled that so many people enjoy playing this on Facebook, I am not playing and the status updates telling me you just got a new gun or killed the bad guy mean absolutely nothing to me. And when I really busy and am trying to get caught up, they are completely annoying.

So here’s what you do:
1.  Login to Facebook and go to your Home page
2.  On the left is the news feed. Click on the More Link to view a list of applications

3.  By selecting on of the Applications (ahem … Mafia Wars) you can filter the news feed to only show Mafia Wars updates.
4.  Hover over one of the status updates and a hidden Hide button will magically appear. Yes, logic doesn’t apply when we have to unhide the hide button.

4.  Click on the Hide button. It will ask you to select whether you want to hide the person who has the update or the Application. Since I love my friends, I’m going to choose to Hide the Application (Mafia Wars). And then poof! it’s gone.

5.  The news feed will now be empty because we had filtered it to only show updates from the application we just removed. Just click on News Feed on the top left and you will see all the updates again.

People often ask how to rename the page tabs on their facebook fan pages. Unfortunately, this functionality does not currently work. Facebook used to have this feature but it hasn’t worked since the last update.

You can, however, use the fbml application to create a custom box that is used as a tab. The tab will be whatever you name it, such as Welcome or Services, and that tab will contain whatever data you included in that fbml box.

1.  Install the Static FBML application on your fan page.

2.  Select the link that says ‘Add to My Page’.

3. Go to the main page and click on Edit page
4. Select the FBML application and click on the pencil icon to begin editing the page.
5. Name the box and add your html or text. Then save the changes. By default this will be a new box or your boxes tab.

6. Go page to the Edit page that lists all of your applications. Locate the fbml box that you just created and select Application Settings under the pencil icon.

7. Click on remove to get rid of the box and then click on add to convert the new box into a tab. Then click on ‘Okay’.

8. You will have a new custom tab with the content that you added to the FBML box.
9. Unfortunately, you can’t add more fbml boxes to the custom tab so everything you want under this tab needs to be contained in that one box.
10. If you want to make more custom boxes or tabs, edit the fbml box that you have already made and then scroll to the bottom of the page. Here is where you can add more boxes – a new browser tab or window will be opened to do this. Once you use fbml for the first time, it no longer looks like the application is available and people think they can only use one box. It’s just that the application is replaced by the boxes that you make and at the bottom of the edit screen is where you can create more of them. I don’t know why that it but it’s super confusing

Today it seems that no matter what industry you’re in, your competition is stronger than ever.  How do you stand out and get that sale when people aren’t as loyal to brands as they used to be?   How do you get their attention in an ever growing sea of noise when they’re so often swayed by price rather than quality?   One answer is to become recognized as an expert in your industry, someone other people seek out for information.

The most important part to becoming known as an expert, of course, is that you know a lot about whatever it is you do.   That could be construction, public relations, HR, dogs — whatever it is, in order to gain the requisite knowledge to be regarded as a thought-leader in your field likely requires years of schooling or real-world practice, or both.   In addition, when your goal is to be recognized as an expert you need to always keep learning, and to constantly share that expertise. But first let’s talk about why you might want to be an expert.

Benefits of Being an Expert

Being an expert helps you:

- Establish yourself as an industry leader
- Help others
- Become a trusted resource
- Get interviews and media coverage
- Gain access (via conference/speaking invites, etc.)
- Convert followers to sales

Keep Up-to-Date

Blogs & News – Blogs in your industry are a great place to find out the latest tools and news.   If you’re not already reading blogs, do a web search for to locate some blogs that cover your business niche.   Find ones that you like and subscribe to them by RSS so you won’t forget to read them.

It’s not a bad idea to set up a Google Alert to search for news about your industry.   Paying attention to news headlines is a great way to stay abreast of changes in your field.

Online Education – There’s no reason you have to enroll in college (again) to keep learning. There are a variety of online resources at which you can take free or cheap webinars or e-courses to keep the wheels churning.

Social Networks – Increasingly, social networks like Twitter, Facebook, LinkedIn, Digg, and Delicious are where people are sharing news and information that matters to them.   By following the already established experts in your niche, you’ll gain access to the information they possess, which will in turn increase your knowledge.

Conferences & Events – Every industry has conferences, trade shows, and other events, at which other experts in the industry gather to share their knowledge.   Attending these meetings can help you in your quest to continually learn new information.  You can find out about conferences by reading industry blogs, searching events sites like Upcoming.org, or finding local user groups on Meetup.

Imparting Your Wisdom

By sharing your knowledge with others, you’ll quickly become known for your expertise.   This can translate into sales, job offers, gigs, or other opportunities, as you build your personal brand as an expert.  Here are some ways you can share what you know.

Blogs – The easiest way to start sharing is by creating a blog.  Blogs are fantastic if you’ve got a ton of information in your head and need a place to dump it.  The bonus is: you can help others through that information.  Blog about what you know.  Share news, offer advice, give your opinion, and make yourself the go-to resource for what you do.  The key to successful blogging is to consistently put out good, original, and useful content that encourages readers to engage with you and with each other.

Social Media – Social media sites are designed for experts! I can’t tell you how many times I’ve had a question about something, tweeted it, and gotten free advice back, later, the people who provided me with expert advice are the people I buy from when I need their services.  By providing free advice on Twitter or Facebook, you will build a base of fans that both trust you and look to you for expert advice.  These fans will seek you out and recommend you to others seeking advice and information — in other words, by sharing your knowledge and gaining trust, your network will grow on its own.

Video – Don’t underestimate the power of video. For those who do well in front of a camera, sharing free how-to videos on sites like YouTube or Vimeo can lead to increased awareness. It also demonstrates to television producers how well you do on camera, which means online expert videos can lead to television appearances.

Speaking Up – You should already be attending industry conferences, trade shows, and user group meetings, and you should make sure to assert yourself as a knowledgeable voice in the community while at those events. Whether that means lining up formal speaking engagements — which will be easier to do the more you grow your personal brand as an expert — or just networking and sharing your expertise with other attendees, speaking up is helpful in building your expert brand.

Consulting – Offering consulting services can do two things: first, it can make you a little money, and second, it can help you establish yourself among industry insiders as someone who knows their stuff.  One consulting gig can lead to many based on referrals and having a list of business owners willing to give you a recommendation can be invaluable.  If you plan to offer consulting services, put information about your services on your blog and in your social profiles, and consider offering phone consultations.

Google’s Feedburner allows you to set up free email updates based on your RSS feed.  Here’s an easy tutorial on how to set it up.

Burn Your Feeds

You first need to head over to Feedburner to claim your blog’s RSS feed.  Log in with your Google account and enter the URL of your feed into the “Burn a feed right this instant” box:

Click next and you’ll be asked to choose a title and address – the defaults are usually fine.   Follow the rest of the instructions through and you should arrive at the Feed Management page.

Enable Email Subscriptions

Hit the “Publicize” tab and select “Email Subscriptions” from the left hand side.

Click “Activate” to enable the feature.

Customisation

In the left hand navigation you should now see four more options below “Email Subscriptions”.

“Communications Preferences” allows you to change the from address and subject/body of the confirmation email your readers will receive on subscription.

“Email Branding” lets you edit your email’s subject, fonts, colors, and allows you to add a logo.

At this stage it may be wise to edit the subscription email and subjects so that the tone is consistent with your blog.  The applies to fonts and colours too – leaving the email as it came out of the box looks dull and lazy.

Finally the “Delivery Options” page lets you customise the time zone and delivery window.  Ensure that the time zone matches that of the geographic location of the majority of your readers (check this in Google Analytics) and think about the best time of day for your email to go out.  The nature of your content may dictate this, but generally just before lunch is a good shout.

Add to your Blog

Go to the “Subscription Management” page to get the code to add a means of subscription to your blog.  The Subscription Form Code adds a form like this:

The Subscription Link Code adds a straight link.  There are also widgets available for TypePad and Blogger.

Simple!

With holiday shopping in full swing, social shopping is already making a big impact. Data from Hitwise shows that downstream traffic to the Retail 500 coming from both Facebook and Twitter increased 36% and 15% respectively on Thanksgiving from the previous day. Downstream traffic to retailers grew again on Black Friday and Cyber Monday as many retailers promoted sales through fan pages and tweets.

This data is very encouraging for marketers, but a social media campaign must still be managed correctly for maximum ROI. Here are some tips on how brands can best engage their customers by offering what everyone now looks to social media for – a bargain.

New Strategies to Turn Buzz Into Buy

---

Other recent research confirms the fact that people are increasingly turning to social networks to get deals on products and services. Razorfish found that the primary drivers of “friending” or “following” a brand were promotions and discounts. Over one-third of social network users and 44 percent of Twitter users engaged with a brand through discount promotions. This is good news for marketers, but the stats also pose challenges to the way marketing programs and advertising budgets will be structured in the future.

Brands have long spent big money on commercials, media placements, direct mail, and more. With most of these methods, there is little way to measure the impact on your bottom line. You either get lucky with a surge in sales after your campaign, or it didn’t work. Either way, success or failure was impossible to measure.

If done right, social marketing is a fantastic way to get the best of all worlds from a campaign – wide-scale and targeted distribution of your offer, for free. But to get it right, marketers have to step lightly. If you’re too pushy with too many promotions, your followers will feel “marketed at” or “spammed.” If you don’t offer good enough deals, your customers may become frustrated and stop following you. After all, they don’t really want to be your friend. They want bargains. Here are some steps for getting social media promotions right.

1. What Are People Saying About Your Brand?

---

Find out what people are saying about your brand, why they are saying it, and who they are saying it to. You have to do more than just get a vague reading on brand buzz. Track the actual pass-along of your brand’s social content via tweets, blog posts, Facebook postings, etc. to see which content is driving the most sharing on which sites. You can use social media traffic tracking software to do this.

Tracking this word-of-mouth buzz is crucial to formulating the right marketing messages and promotions. You must deliver relevant social deals that resonate with people’s interests.

2. Create a Social Promotion

---

Once you figure out what people want using the tracking methods above, go ahead and give it to them. For example, you might find that everyone loved your last 20% promotion – it was shared to hundreds of thousands of people via social sites and email – but that the most frequent negative comment was that shipping costs were too high. In your next promotion, offer free shipping.

Or, you may find that there was a huge surge in Twitter searches, blog comments, and Facebook updates about your brand’s winter boots during a snowstorm. This is a great opportunity to immediately put out a social promotion for 20% off boot purchases for one day only via Twitter, Facebook, and/or your company blog. Have fun with your social promotions. Unlike paid search ads and other media buys, you don’t have to plan and budget for them. Instead, just try one or two out and see what happens.

3. Did It Work?

---

Figure out whether your promotion worked, and what bottom line impact it had on sales and profits. Go back to your social media tracking and measurement tool and find out how much your promotion was shared, what increase it caused in traffic to your website, and what direct impact it had on conversion. You might want to compare two different promotions run during a similar time frame to see which worked better and why.

For example, did a 50% Off promotion drive more sharing, visits, or conversions than a Two-For-One? In addition to doing simple “A/B” tests, compare results for promotions like these against the data from your regular marketing analytics platform to see whether your social media promotions are performing better or worse than traditional paid marketing campaigns. Social promotions almost always perform better than paid media ads in terms of conversion, but paid ads may drive a higher volume of traffic to your site.

Lastly, do an ROI analysis of your social media promotions to find out their real impact on bottom line profits.

Conclusion

---

Social media promotions are here to stay. Make sure you use the social channel to deliver “exclusive” deals that make your friends and followers feel special. They’ll thank you by making purchases.

What social media tools do you use to increase sales and measure your brand’s reach? Please share them in the comments below.

If you spend enough time on Twitter, chances are you’ll come across an occasional chat being held on the platform. Twitter chats are scheduled gatherings of people on Twitter to discuss pretty much anything that interests them, using a #hashtag to keep track of the conversation. There are chats for everything from blogging to art to agriculture — over 80 of them are listed in this great running list of Twitter chats.

Here are some tips and tricks for how you can start and run your own chat on Twitter.

1. Choose a Time, Topic, and Tag

You’ll also want to make sure you pick a time that doesn’t conflict with a pre-existing chat in topic areas that might attract similar chatters. Ask around and make sure there aren’t many other chats at the same time, especially if it’s something that both audiences will be interested in. Choosing a time can be the toughest part. Just realize, you’ll never be able to please everyone. I suggest choosing a time that works best for you, to make sure you’ll be committed to it.

Your chat’s hashtag should be as short and explanatory as possible. Everyone who participates in the chat will have to use the hashtag with every tweet, so the shorter the tag, the more space they have to write chat messages.

2. Choose a Format

1. Single Topic, Question Based

This is how I run the chat I am involved with. We choose a general topic, then ask specific, numbered questions throughout the chat within that topic. Each question gets roughly 15 minutes, and the chat lasts one hour.

2. Multiple Topic, Question Based

The longest running chat, #journchat which was started by Sarah Evans, uses this format. All questions are submitted by participants and numbered. Any topic goes, as long as it’s related to PR, Journalism, and Social Media.

3. Single Topic, Freeflow

This is how Mack Collier runs #blogchat. He chooses a topic, and just lets the discussion take a life of its own. This chat runs for 2 hours.

4. Q&A

Jay Baer runs a different kind of chat. He brings in a guest to answer 20 questions over 90 minutes. While the focus is on the guest, many people follow along and share their thoughts on the questions as well.

5. Free For All

No specific question, just bring everyone together and let them ask whatever they want. It’s a bit messy and I haven’t seen any chats adopt this format permanently, but I’ve seen a few try it for one week and the results have been great.

3. Launch the Chat

Promote it to your community leading up to the chat. Let people know beforehand when they can join and how the chat will be run. It may be smart to reach out to a few key people personally and ask them if they’d be interested in participating.

Be prepared for a slow start. Like any community, a Twitter chat takes time to build participation.

4. Tips to Help Your Chat Grow

If you’re starting it for a business, it is best to choose a general topic that relates to your business, and always keep in mind that these chats are for the community, not for the hosts. If you’re too promotional, your chat will fail.

Here are a few tips to help make sure your chat is a success:

* Stay open to new formats. #journchat got so popular that Sarah Evans began to look for new formats to host the chat, including video streaming, and even a country-wide live event. Always stay open to changing things up based on the community’s needs.

* Bring in guests. Every chat I’ve seen has at some point, brought in a guest moderator to host the chat, or a guest expert to take questions. It’s a great way to bring in a lot of new people and bring credibility to your chat.

* Take the chat beyond Twitter. A monthly chat for public relations students called #PRStudChat created a LinkedIn group for their chat, for example. They use it as a forum for the community to interact, and for them to share announcements and ideas.

* Consider multimedia. The weekly #DesignChat streams its chats live on video each week. The chat’s host and guests interact with participants over Twitter and answer questions on video. Video services like Tinychat (and Ustream) integrate with Twitter, making them ideal platforms for Twitter chats.

* Promote your participants. At #u30pro, we send out a weekly digest every morning after the chat, in which we announce a “featured participant,” share 5 blog posts from the u30pro community from that week, write a recap of the chat, and more. Highlighting community members and the things they’re doing gets people more engaged.

* Keep it up! Luckily, Twitter chats are inherently viral. Because when someone participates in your chat, all their tweets appear in their stream with your hashtag, and they bring in their followers. As long as you keep to your schedule and keep holding regular chats, the chat will pick up new participants over time.

Social media is a relatively new phenomenon, but Delicious, Digg, StumbleUpon and other social media websites have become an increasingly important source of website traffic. This also creates a massive demand for data related to social media. Where are users coming from? What topics excite them?

These are questions that, when answered, can be the difference between a successful website and a failed social media campaign. But social media analytics is young, and not many people know where to start. This guide is designed for that purpose: to help you get started with some of the best tools and habits so that you can effectively gather and analyze social media analytics.

Understand what you want to track

What is your goal? Do you want to track how people are sharing your website? Do you want to track a specific social media campaign? Or maybe you’re just interested in trends related to a specific meme or social media phenomenon? Each one requires different tools and different focus.

You’re going to focus on traffic statistics if you’re tracking social media website engagement, while if you’re tracking a wider campaign, Twitter response and positive comments might be a more appropriate metric.

Optimize your existing analytics software

Most of us use analytics software like Google Analytics, Woopra, or Omniture to track website data like traffic, visitors, pages per visitor, and traffic sources. Most of these analytics tools can track a wealth of data, but they are not designed to track social media data. Luckily, there are a few ways to beef up your analytics software for social media. Some quick tools and suggestions:

Social Media Metrics Plugin: Social Media Metrics is a greasemonkey extension that adds a social media information layer to Google Analytics, providing information on Diggs, stumbles, delicious bookmarks, and more for each individual page. Be aware – it’s not perfect.

Set up specific campaigns and events for social media: Most analytics software has custom campaigns to make it easy to track specific events. You can track a specific Twitter traffic campaign or DiggBar URL with campaigns.

Reorganize dashboards and set up email reports: To get specific information on social media, have traffic stats from top social media websites (i.e. Digg, Facebook, Twitter, etc.) emailed to you so you can see it all in one place. In addition, reorganize any dashboards you have to show this information for easy access.

Add new analytics tools

Bit.ly: When you use a URL shortener, it’s always a smart idea to use one that has analytics information, like Bit.ly. This will track information like number of clicks, traffic sources, and even at what time clicks occur.

Xinureturns: Despite the funny Scientology-inspired name, xinureturns provides a great dashboard overview of your website’s standing in social media. Run a report and you will receive information on Technorati, Googe Pagerank, Diggs, and even backlinks to your website.

PostRank: Formerly known as AideRSS, PostRank provides detailed information on Tweets, stumbles, diggs, and FriendFeed all in one place. It’s best for blogs and websites with a lot of content.

SocialToo: SocialToo is a comprehensive tool for creating social surveys and tracking social stats. It also will send you a daily email describing follows and unfollows on Twitter.

Aggregate your analytics

There is no single tool that will bring this information together, so you’ll have to do it yourself. Export data into excel, pdf, or email and record all of the information to one area, whichever works best for you. Building a spreadsheet may be best for playing with the numbers. Make it easily accessible.

Analyze and engage

This guide is only how to get started with social media analytics. Take the time to find great tools and to understand how each of the social media levers affects traffic and analytics data. But most of all, use the data to engage your audience. You can figure out what they’re looking for using social media analytics, so be sure to act upon the data once you’ve analyzed it.