the challenges of measuring social media
DESCRIPTION
There are many challenges to measuring social media. Platforms and tools make it easy to measure information that is not relevant rather than measuring what matters. Irrespective of this, no two platforms provide the same data anyway. To get maximum benefit, a PR pro must stick to the basics, focussing on goals, objectives, strategies and tactics. Armed with this they can identify what success looks like and shape the metrics accordingly.TRANSCRIPT
The Challenges of Measuring Social Media
Richard Bagnall, Metrica
2007
2010
Some conversations are private
Bob Garfield
The Chaos Scenario
“The herd will be heard”
Out-take and out-come
Where to start, what to do?
Listen
Goals
Objectives
Strategy
Tactics
Strategy
http://bit.ly/cSHJyX
Some social media monitoring challenges
Volume & Relevance451,020
358,388
281,321
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Sysomos Brandw atch SM2
To
tal p
ost
s
Volume
Relevant
Co. A Co. B Co. C
Coverage by channel
75,7
05
60,4
97
23,7
96
45,6
80 83,9
95
22,5
49
322,
573
187,
754
131,
006
7,06
2
7,43
1
3,81
8
-
18,7
11
100,
152
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Sysomos Brandw atch SM2
Nu
mb
er o
f p
ost
s
Blogs
Forums
Tw itter
Video
Other
Co. A Co. B Co. C
Speed & Delay
26
3
21
2 2
14
0
5
10
15
20
25
30
Sysomos Brandw atch SM2
Ave
rag
e d
ealy
(h
ou
rs)
Avg Delay (hrs, all posts)
Avg Delay (hrs, Tw itter)
Co. A Co. B Co. C
Sentiment Accuracy
29.5%
61.0%
54.3%
68.20%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
60.0%
65.0%
70.0%
Sysomos Brandw atch SM2 Metrica (w /ohumans)
% p
ost
s w
ith
acc
ura
te s
enti
men
t
Co. A Co. B Co. C Metrica
(without analysts)
‘CHANCE’
Volume - Forget absolute numbers
Beware scoring systems
Who matters? Influence v relevance.
Treat automated metrics with caution
Private conversations
Query string is crucial
Measure appropriately
Summary of the challenges
A final thought
www.metrica.net/measurementmatters
www.twitter.com/richardbagnall
www.linkedin.com/in/richardbagnall
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