The article in question, What-Google-Analytics-New-Social-Reports-Offer-What-They-Cant from searchenginewatch.com takes a good look at what all these repors that are generated really tell us. With all the “tools” and “resources” or “sources” which do what is the question.
There are many Social Network pieces, the article calls them sources. The most popular include Facebook, Twitter, WordPress, HootSuite, Blogger, TypePad, Slideshare, LinkedIN and a few others. Have you ever gone to the Animoto share button and seen where all you can post that video? But the reality is that these tools/resources are grouped together, classified by Google and so they tend to look at the traffic (what we want to know about) the same in many cases, when they really are not. A “tweet” is not a Facebook entry and is not a blogging post. Now we do, and this needs to also be addressed in a future post, like to write once and post to many, or as many different spots with one click. Let their system cut off things if its too long, as there will always be a link to get to the rest. Right? Well, guess that depends on what you want from the post.
The article goes into some details on conversions, as well as social values and how all of them are aligned. This also assumes you did some of that alignment with what your intent was. This has much to do with your type of business. This is where you need to look at the article as there are a few side links within to go into more details. The point here is a report, just like any in the past, needs some careful examination on what it is really saying. Enjoy.