Talking about making sense of Big Social stats has become an industry in itself. First there’s the issue of pulling relevant analytics from social channels that don’t integrate. Then there’s the multiple products that do pull things together–but never in exactly the way that seems to matter: ROI and ROE (Return on Engagement). This story was originally on the Buffer blog and is worth the click.

Here are some protein-packed chunks:

  • Not only does Facebook have millions of users who don’t access it from a desktop or laptop, but mobile use generates 30% of Facebook’s ad revenue as well. This is a 7% increase from the end of 2012 already.
  • For 18–34 year olds in the U.S., you’ll have more luck reaching them through YouTube. Of course, one video won’t necessarily reach more viewers than a cable network could, but utilizing a platform with such a wide user base makes a lot of sense.
  • LinkedIn, the social network for professionals, has 2 new users every second. From groups to blogs to job listings, this platform is a rich source of information and conversation for professionals who want to connect to others in their industry.
  • Even though 62% of marketers blog or plan to blog in 2013, only 9% of US marketing companies employ a full-time blogger. 

What’s the trend? That’s why we need detailed analytics to sort it out. However, numbers aren’t the only answer. It comes down to a category expert who knows the content, knows the channel, and ‘gets’ how people interact with both.