Christy Pettey

Counting numbers of followers and tabulating "likes" have never been effective ways to measure social media success. For many analytics professionals, social analytics seems like something which just hasn't panned out the way they expected. During her session at the  Gartner Data & Analytics Summit this week in Grapevine, Texas, Jenny Sussin, research director at Gartner, explained that most social analytics failures are a result of the mistakes analytics and business professionals are making throughout the process, rather than data flaws. Gartner analyst Jenny Sussin explaining how to get the most out of social analytics at the Gartner Data & Analytics Summit in Grapevine, Texas. “Today's social analytics market is immature. While some organizations have identified why they are looking to analyze social media content, the majority are still in a ’listening‘ phase, where they are monitoring social media but not taking action as a result,” said Sussin.