The more comfortable we get about the idea of measuring social media, the more we want to dig into the practical application of it. So I wanted to pen a series that puts a little more hands-on thinking to the practice and process of measuring and analyzing social media. I’m Read more »
Businesses that struggle the most with measuring social media are the ones that struggle with measurement, period. Social media isn’t harder to measure than any other area of business. It’s harder to prove causality, but then again, direct and independent causality is awfully hard to prove for any singular event Read more »
Earlier, I posted about creating measurable objectives, because that seemed to be a hard thing for some folks to master. It requires some work, but ultimately, it’s well worth learning how to do. And it’s pivotal to today’s subject. I keep hearing folks all over the place struggling with how Read more »
I tweeted sometime last week that I thought part of the problem folks face with social media measurement and determining performance against metrics like ROI is that they don’t know how to create measurable objectives in the first place. So let’s do a (bit of a long) drilldown of what Read more »
There are so many discussions swirling around social media measurement these days, and the discussions I’ve had recently at conferences have reinforced the fact that as a whole, measurement of communication is incomplete at best. We’re not satisfied with what’s available to us in terms of proving the value of Read more »
I think I’m going to end up repeating myself again, but I’m not sure I can help it. One of the frustrations I have with the discussions that swirl around social media is that there’s a big, big difference between something that’s difficult, and something that takes work. Social media Read more »
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