What Should Social Media Measurement Look Like?
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Transcript of What Should Social Media Measurement Look Like?
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Dr Jillian Ney@jillney
What Should Social Media Measurement Look Like?
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Dr Jillian Ney
UK’s first Dr of Social Media
Founder of:
Disruptive InsightThe Social Intelligence Consultancy
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We transform digital noise into valuable insight for business
• Digital Context Assessments and Audits
• Social Media Measurement and Value
• Social Intelligence
• Behavioural Engagement
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Misconception
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Social data is qualitative data but on a quantitative scale
Social data is quantitative data….
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…social data is really qualitative data but on a
quantitative scale
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Issues
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Web analytics approach when should be insight and intelligence frameworks
Using web analytics when should be using insight & intelligence frameworks….
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Shallow volume led metrics
…Measuring buzz…
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Inability to measure exposure
…Inability to measure exposure…
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Lack of context to social data
…Lack of context…
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No understanding of audience
…No understanding of audience…
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Poor manipulation and visualisation
…Poor manipulation and visualization…
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Poor integration with brand and marketing objectives
…Poor integration with brand and marketing objectives
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Social Media Measurement
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The Stats
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Share of Voice
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The Buzz Chart
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The Keyword Map
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The Stream Map
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The Bundle Map
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The Future?
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Develop solid analytical frameworks
Develop solid insight and intelligence frameworks…
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New ways of sampling
…Adopt new ways of sampling…
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Human vision
…More human vision not algorithms…
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Move focus from content to all around it
…Move focus from content to everything surrounding it…
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Integrate other data sources
…Integrate other data sources…
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Redesign internal decision-making processes
…Redesign internal decision-making processes
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The Hub, Unit 2.370 Pacific Quay,GlasgowG51 1DZ
Tel: +44 (0) 141 419 0105
Candlewick House120 Cannon StreetLondonEC4N 6AS
Tel: +44 (0) 20 3475 7580
Disruptive Insight
[email protected] @disruptinsight@jillney