Enterprise social networking provider Yammer has announced the addition of an analytics dashboard. The launch follows similar announcements from consumer-facing social networking tools such as Facebook.
Engagement by the Numbers
When social media was new inside and outside of the enterprise, proponents were able to drive adoption using soft benefits such as better collaboration and deeper engagement. Many of these benefits were loosely defined and rarely measured. Yet, companies moved forward adopting the technology based on little more than a general feeling that it was useful. That’s no longer enough. Leadership teams are demanding quantitative proof that investments in social technology are yielding the advertised results.
The consumer market responded first, introducing detailed and even real-time analytics. Now, it seems the enterprise social market is stepping forward to meet the demand. Yammer’s new analytics dashboard helps organizations understand who is using the tool and how they are using it.
Initially, it offers metrics such as:
- Which devices users leverage to access Yammer
- Network growth of members, groups, files and pages (seven and 28-day intervals)
- Number of engaged members
- Number of messages
There are a number of potential uses for this information. For example, organizations could monitor the success of an internal awareness campaign, use the information to derive return on investment (ROI) or understand which users need more encouragement to collaborate.
What’s Next for Yammer
The analytics dashboard begins rolling out to customers today. It should be available to all of Yammer’s premium customers by March 31. Yammer intends to enhance the analytics dashboard with more detailed information in subsequent releases.
The analytics dashboard is just the latest in a series of announcements from Yammer. Yammer just finished a funding round and has been adding features to platform for the last few months. The company is clearly focused on strengthening its leadership position in a market that has an almost steady stream of new entrants. It might also signal that the company may be moving forward toward an initial public offering.