Decide what goods a retail store will sell, and how they will be marketed.
Some corners of the Internet are like the Wild West: unfamiliar, undeveloped, and ungoverned. Social media is one of those corners. Of course, every Wild West town needs a Sheriff to lay down the law. And when it comes to social media, that Sheriff is often a Social Media Analyst.
As a Social Media Analyst, you navigate the developing world of social media by establishing benchmarks, metrics, and best practices for social media success. In other words, you figure out what works in the world of social media marketing.
An expert on social networks like Facebook, Twitter, LinkedIn, and Foursquare, you’re like a regular Marketing Analyst in that you spend your days evaluating market opportunities, and deciding which are the best and why. The social media equivalent of a Web Analytics Specialist, you do that by monitoring key performance metrics like how many people visit social media websites, how long they stay, and how much content they read.
Of course, your job as a Social Media Analyst is more than monitoring social media metrics. It’s also managing them: It’s up to you to set goals for continuous improvement and to create an action plan for achieving them in collaboration with other social media professionals, such as Social Media Managers and Social Media Producers. That plan might include strategies such as content marketing and search engine optimization, or it might call for participating with more or less frequency in a greater or fewer number of social networks. Always, however, you’re a social media weathervane, advising on which way the wind is blowing and how to best take advantage of the breeze.