measurement

Social Media Intervention for Engagement and Intelligence

Event-related communication has always been at the heart of social media, from Twitter’s debut at SXSW in 2007 to the everyday sharing of check-ins, meals and parties in Foursquare and Facebook, to Oreo’s big marketing win with a single tweet during the 2013 Superbowl. As my colleague Daniel Honigman pointed out to me today, for […]

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A Brief History of Social Media Measurement, and a Prescription for Web Analytics

The Challenge Common sense asserts a wealth of marketing opportunity residing in the correct analysis of consumers’ publicly shared (and digitally documented) interests and interactions. However, there are significant challenges in separating valid information from noise, then structuring that valid data to draw actionable insights with the same level of confidence that businesses expect from […]

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New Direction

I am very pleased to share the news that I’ve started a new position as Marketing Science Director with the digital agency Critical Mass here in Chicago. I am extremely privileged and excited to be working with Shaina Boone (who brings a unique and impressive blend of left and right brained intelligence to the marketing […]

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Social Media for Enterprise – Value-adding Practices

Even the best general models don’t solve specific problems of practice, but they should be useful in guiding thinking around specific problems. This particular model proposes a standard path for building value from social media practices within organizations. Each of the practices has inherent value for particular organizational problems of practice, and each additional practice […]

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The Elements of Influence

Many current discussions of online or social influence are focused on the “how” of measuring influence, exploring how the ever expanding wealth of digital data sources can be mashed-up to provide accurate estimates of a person’s ability to persuade others. These are valuable discussions for our current position on the social intelligence technology curve, and […]

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Walmart and Tesco Make Big Moves in Social Strategy

Tesco just announced its acquisition of social media marketing firm BzzAgent. This follows Walmart’s April acquisition of social media analytics firm Kosmix. The world’s first and third largest retailers have thus set into motion what they view as the next stage in customer intelligence and engagement. Each firm’s acquisition reflects a gap in their prior […]

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The “Wisdom of Crowds” and Social Media Research Strategy

A few posts back, I wrote about the interdependence of communication and feedback in a social media listening strategy. That’s why I couldn’t pass up some commentary on this recent Wired article on a study that finds that sharing information actually reduces the “wisdom of crowds”. This finding provides an intentional instance of the “observer […]

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Investigative Forms of Social Media Measurement

In yesterday’s post I wrote about the category of social media measurement most frequently discussed in conference sessions; evaluative measurement which identifies/estimates the impact that communications are having across various media channels including social networks. While this one form of measurement gets a lot of attention thanks to the facts that 1) people need to […]

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When Measurement Talk Meets Measurement Walk…

Nearly every social media conference has its requisite session on measuring social media, usually featuring the same key points (often from the same key people), 1) it needs to be done, 2) it should be aligned with business objectives, 3) volume-based measurements do not measure impact, and 4) measurements must be interpreted against objectives to […]

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The Interdependence of Communication and Feedback

There are two primary and interdependent activities in social media management: communication and intelligence collection. These activities are interdependent because the style and quality of your communication will influence the context and content of your networks and the intelligence you are thus able to collect from those networks. Very simply, a communication approach that establishes […]

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