Social media measurement

Social media measurement

Social media measurement refers to the tracking of various social media content such as blogs, wikis, micro-blogs, social networking sites, video/photo sharing websites, forums, message boards, and user-generated content in general as a way for marketers to determine the volume and sentiment around a brand or topic in social media.[1]

There are both entry level free tools[2] and enterprise platforms available for use by digital marketers and PR professionals.

As of August 2011, almost three-quarters of marketing executives use some kind of tool to monitor social media.[3]

Contents

Quantifying Social Media

There are currently several ideologies around social media quantification. Major players such as Klout or PeerIndex attempt to measure your influence by taking into account the size of your voice and the depth of your reach; while other players such as SplashMedia try to quantify your effectiveness in social media with their own suite of social media tools. In this approach they measure coefficients between activity (inputs) and results (outputs). Fundamentally both approaches have strengths and weaknesses. The flaw with measuring someones influence by the size of their voice (e.g. Klout, PeerIndex) is to say that Gandhi or Teddy Roosevelt weren't very influential; and that Charlie Scheen is one of the most influential people on the internet. On the other hand, measuring social media by 'effectiveness' means that a local barber could in theory be as 'effective' as Pepsi or Old Spice even though their reach is 1/1000th of their counterpart.


See also

  • Social Radar, founded by Infegy
  • Meltwater Group
  • The International Association for Measurement and Evaluation of Communication (AMEC)
  • Metrica
  • General Sentiment
  • Samepoint
  • Sysomos
  • Vocus

References

  1. ^ Li, Charlene, Bernoff, Josh (2008). Groundswell: Winning in a World Transformed by Social Technologies. Boston, Massachesetts: Harvard Business Press
  2. ^ List of Free Social Media Monitoring tools
  3. ^ Why Meltwater Acquired Search Tool IceRocket

External links


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