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TakeFive with TweetReach – Jim Kneer

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Welcome back to TakeFive with TweetReach, our ongoing interview series with influential members of the Twitter measurement universe. This week, we’re happy to highlight Jim Kneer, New Media Specialist for the NBA Champion Miami HEAT basketball team. Coming off a terrific championship season and an Olympic gold medal for Team USA player and Miami HEAT forward Lebron James, we thought it would be a great time to get Jim’s views on Twitter measurement.

TweetReach: Welcome Jim! Can you describe your role in the HEAT organization? How have you used social media, specifically Twitter, as a part of your social media strategy for the team?

Jim Kneer: Our New Media team is the eyes and ears of HEAT fans around the globe. Our job is to connect with as many HEAT fans as we can. We create relationships with our younger fans that will evolve into a strong brand loyalty. We view Twitter as the first true means of establishing two-way communication with our fans.

Our franchise is just entering our 25th season, so we are a relatively young franchise. We are just starting to see our first generation of life-long HEAT fans reach fiscal maturity. It is our goal to take advantage of the amazing team we have to build our fan base and social media, and Twitter specifically, allows us to reach out and communicate with fans.

We use Twitter to provide real-time coverage of all HEAT related news and events. Our New Media team covers all HEAT practices, games and provides behind-the-scenes coverage of HEAT related events.

TweetReach: How important is measurement of engagement on Twitter to your strategy? Do you have specific goals and campaign metrics that you use to measure performance and success?

Jim Kneer: Measurement of social media engagement is key for us. While we may not have specific goals for each initiative we undertake, engagement metrics play a key role in our future initiatives. We like to look at the performance of our tweets and use that data to tailor our coverage to the areas we get the most engagement. We always want to deliver the content our fans want the most.

We also like to use this data to determine time of posting. We want our posts to generate a lot of replies and we try to provide as many answers as time and scheduling allow. Conversely, pictures and posts that will generate a lot of re-tweets are often made during our “off hours” since less attention is required.

TweetReach: Has your social media measurement strategy changed as you’ve gone from the regular season, to the playoffs, to the champion series, to the off-season?

Jim Kneer: During the season, we utilize a lot of the measurements to build our strategy. Each regular season, we find a different tweeting “sweet spot.” Some years we see more interactions of pictures, some years it may be statistical information that gets the best response. Our job during the regular season is to perfect our strategy. Socially, we do not want to be become a nuisance.

I come from an email marketing background. Email marketing has always been referred to as “permission-based marketing.” Moving over to social media, I always treat it as “privilege-based marketing.” We have been lucky to earn a spot in our fans’ timelines and newsfeeds. We treat this as a privilege. We try to avoid straight sales pitches, instead offering exclusive first looks or first opportunities to buy. This gives our sales pitches a more exclusive, offer-based characteristic.

Once we hit the post-season, we intensify our social media efforts. We know that our fans’ appetite for information increases and we begin traveling to away games to help provide coverage to which they may not otherwise have access. This coverage increases each round, as fans want more and more information. During the 2012 NBA Finals, we sent two staff members to Oklahoma City to cover everything, and we were rewarded with a really comprehensive behind the scenes look at the team during our title run.

Our off-season strategy is to provide relevant content when it occurs, but more so to focus on increasing our interactions with fans. We try to reply to as many relevant mentions as we can, while also increasing the amount of interactive tweets we send out.

TweetReach: What’s your opinion on the “second-screen experience” during televised games? Have you seen more consumers actively engaging via Twitter during games and how do you make the most of that for the team?

Jim Kneer: During the regular season, we work very closely with our broadcast partner, Sun Sports/Fox Sports Florida. Last off-season, we had a series of social-broadcast meetings and were able to develop a very interactive broadcast. We developed a Facebook Friday component to help draw viewers to our broadcasts, especially when our local broadcast is up against a national broadcast of the game.

We also got our broadcasters Eric Reid and Tony Fiorentino on Twitter and they were able to interact with fans and answer some questions live during all broadcasts. Additionally, we created a dedicated hashtag to track all comments.

Fans were also actively engaged in twitter polls for the pregame spotlights as well as the poll question for games. We wanted to create a very social feel for our broadcasts and are very happy where they stand after our first season.

TweetReach: Can you describe one of your more successful social media efforts? Were there specific measurement goals you wanted to achieve and how did the campaign perform? Any lessons learned you can share with our audience?

Jim Kneer: I think one of our most successful efforts this year was the unveiling of our new “Black is Back” uniform. We knew this would generate buzz, but the scope of the appeal was amazing. We were able to reach over 4.5 million unique accounts and generate almost 17 million impressions.

We also made a big social media push for the release of our Miami Floridians throwback jersey. This effort reached over 5.8 million unique people and total impressions reached 13 million.

I think the most important thing we took from these campaigns was that we needed to be ready and able to take advantage of these situations the moment they arise. Once we noticed the feedback, the posts, and tweets we were receiving, we really ramped up our efforts. We learned that by monitoring early reaction to a post you can really ride the positive public sentiment and stay ahead of the curve.

TweetReach: Thanks, Jim!

Written by Dean Cruse

August 23rd, 2012 at 7:24 am

TakeFive with TweetReach – Dan Naylor

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Subscribers to the TweetReach Pro service are always innovating when it comes to measuring Twitter campaigns for their brands and clients. And, the good folks at ISM Search & Social are certainly no exception.

Welcome Dan Naylor, resident scientist and Services Director at ISM to a new edition of TakeFive with TweetReach. Tutored in behavioral science, Dan gets shamelessly excited about the convergence of audience analysis, creative thinking and client ambition and we’re thrilled to have him share his thoughts on social media measurement and the fine work ISM is doing with their clients.

TweetReach: Welcome Dan! ISM is an integrated digital agency – you not only do social media strategies for your clients, but also SEO, mobile, affiliate marketing, and other campaigns. How have you seen your clients approach Twitter as part of their overall digital strategy?

Dan Naylor: ISM exists to influence online behavior of specifically defined target audiences. We try not to distinguish our campaigns by the channels and focus on defining the target audience, mapping the location of the available audiences and creating content that convinces the users to move from where they currently exist to our clients’ channels. The individual job of each channel naturally presents itself as an obvious candidate during the process of building the campaign strategy.

However, Twitter enables us to interact with any existing social conversation (that’s on Twitter). We can approach the target audience directly, or through influencers should the brand have low credibility within the target audience or subject area. In addition, the inherent frequency of Twitter means we can move through the gears very quickly. Both factors ensure that, for now, it is our most powerful outreach channel.

TweetReach: And, how important is measurement in the social media strategies you put together for your clients?

Dan Naylor: Without measurement any performance is open to interpretation and since most people have an opinion about social media, we prefer not to leave the measurement of performance to interpretation. Ultimately, if we can’t measure a specific activity we either remove it from the campaign or invent a new measure. However, while we pride ourselves on an analytical approach to digital marketing, we are clear that measurement data is only evidence that we delivered the campaign objectives. In putting together the social media strategies for our clients we are clear that a complete understanding of the campaign objectives is just as important and the majority of the measurement data stays in the background, until the client wants a deeper understanding of the progress.

TweetReach: What metrics are most important to you? How do you measure engagement?

Dan Naylor:

  • Exposure – the number of occasions content has been delivered
  • Reach – unique people to whom content was delivered
  • Engagement – interaction with the content
  • User journey – click-through

We try to measure all channels using a channel-specific version of the four metrics above, mostly to better assess how individual channels are contributing to the overall user journey. We measure engagement specifically as a measurable interaction with the content. For instance, for Twitter we simply measure mentions. A mention is the first measurable interaction with the content and the result is either additional reach if that mention is part of a retweet, additional mentions if a reply, or a click if the user has moved to one of our other channels.

We have also been developing our click tracking systems to provide better social attribution modelling to better reflect a user that moves between channels. Ultimately, we have moved away from the measuring status (likes, fans, followers, etc.) and now track activity.

TweetReach: Let’s talk about the measurement of reach. How do you weigh the importance of the quantity of a campaign’s reach (the overall size of the potential audience) vs. the quality of that reach?

Dan Naylor: Quantity vs quality is a debate that will never end; it is as old as marketing itself. In Twitter the relationship between exposure, reach, engagement and click-through all give indications of how the audience is responding to the content. For example, if exposure and reach numbers are close together over time the content is consistently reaching new audiences. If they are far apart, tweets are repetitively being delivered to the same audience. In both cases the engagement and user journey metrics will indicate how the content plan should be amended in real-time.

TweetReach: How do look think about the mix of different social media platforms when designing social media campaigns? Are you trying different approaches with different networks? How important is measurement with each?

Dan Naylor: We are constantly evolving with the channels and adapting campaigns as new channels and audiences converge — remember MySpace? ISM is focused on organic growth so I exclude the additional advertising opportunities that exist in each channel; we consider advertising important but a little like cheating. The type of brand, target audience, speed of impact, budget and any integration with non-social platforms governs the ideal mix of channels.

Twitter is the only channel that is universal in all of our current campaigns. We use Twitter to identify, outreach and engage with target audiences, especially if the audience is new to the client. Since Twitter users are seeking information we find Twitter to be the most efficient channel at seeding content and driving traffic to additional channels. The relative open approach of Twitter to performance data and the relative low production cost combines to enable us to test fast and then roll out conclusions to slower moving channels with higher production costs.

TweetReach: Can you describe one of your more successful social media campaigns? Were there specific goals your clients wanted to achieve and how did they do? How important was measurement to the campaign’s success?

Dan Naylor: The best example of using existing Twitter networks to greatly increase the reach of our client brand in new audiences is our work for Mercedes-Benz in the UK. We were asked to increase the younger audiences exposed to the brand. We identified current owners of Mercedes-Benz cars with large existing followings and existing profiles in younger audiences. Initially by @messaging the target influencers we sparked organic conversation about their vehicles. For the first 6 months of 2012, from a Twitter following of 35,000 we averaged reach (unique Twitter ids) of over 1,500,000 per month and exposure consistently in excess of 5,000,000 deliveries. The organic outreach activity contributed to increases in Twitter and specifically Facebook communities over the period and drove significant traffic to other Mercedes-Benz campaign activity.

TweetReach: Thanks for your thoughts, Dan!

Dan Naylor is Services Director of ISM Search & Social, a specialist digital agency in London. At ISM, Dan is responsible for strategy and content delivery across the agency. A graduate of marketing and behavioral science, Dan’s career started client-side, rising to C-level communication and marketing positions. Whilst managing overall marketing budgets, Dan recognized that customers weren’t responding to traditional channels as they had done previously. Dan began focusing on digital marketing and audience behavior in 2006.

Dan moved agency-side in 2010, determined to help remove corporate management silos that he believes continue to stop social media fulfilling its potential as a business tool. ISM helps clients segment and develop their digital audiences, pioneering an approach to mapping social connections to influence behaviour and produce seamless User Journeys. ISM advises corporations including Mercedes-Benz, Arcadia Group, Jaguar Land Rover and AIG. Dan is shamelessly excited about the ongoing potential of digital marketing and the convergence of quality data, creative thinking and client ambition.

If you’re interested in learning more about TweetReach Pro and our comprehensive Twitter campaign analytics, there’s more information on our website. Check it out!

Written by Dean Cruse

July 13th, 2012 at 6:26 am

This Week in Social Analytics #26

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Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

How to create social media metrics that matter
Over at Mark Schaefer’s {grow} blog, Steve Goldner provides some concrete examples of how to obtain and retain social media commitment from clients.

Making Business Decisions Through Data
David Armano and Chuck Hemann co-wrote this piece that presents two different models for decision making based on listening to online conversations in real-time and acting on insights gathered from the data.

Social Media Metrics that Matter and Outcomes Analysis
Keith Burtis encourages marketers to stop worrying about aggregate data that don’t affect results. Focus instead on metrics that matter — those that drive conversions that are important to your business.

How to Measure Social Media ROI Like the Experts
Corey Eridon at Hubspot gives several tips on how to measure social media success, from initial visit to conversion across all of your social networks.

The Most Powerful Social Media Measurement Tool Money Can Buy
Amber Naslund suggests that despite all of the wonderful social media measurement tools out there, the best way to analyze your metrics is to use good old human-powered critical thinking. Use the best tool for the job, but use your brain to gain insights from the data.

Written by Dean Cruse

December 2nd, 2011 at 10:25 am

This Week in Social Analytics #25

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Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from the week in the world of measurement, analytics and social media. Enjoy!

Flipping the Funnel: The Four Levels of Influence
Tom Webster suggests that marketers have it backwards by focusing on influencers. Instead, perhaps we should pay more attention to the influenced and on creating brand advocates.

Number of Fans and Followers is NOT a Business Metric – What You Do With Them Is
Jeremiah Owyang reminds us that vanity metrics don’t matter — business that comes from fans and followers are what is important.

Top 10 Takeaways from #ACCELERATE
Last week, a great group of #measure pros met at Web Analytics Demystified’s #ACCELERATE conference in San Francisco. In this post, Michele Hinojosa lays out her top 10 takeaways from the event.

Analysts, and executives, and monkeys. Oh My!
Lee Isensee summarizes some of his thoughts from the #ACCELERATE conference as well as the recent eMetrics conference and warns that analysts must not become isolated as “web analysts” and move beyond just analyzing data and building reports.

Gilligan Meets Super #ACCELERATE — Recreated
And in another #ACCELERATE wrap up post, check out Tim Wilson’s awesome presentation, and yes, it’s in rhyme.

Written by Dean Cruse

November 21st, 2011 at 9:38 am

This Week in Social Analytics #24

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Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Half of all social media campaigns go unnoticed, says new report
Jon Russell of The Next Web discusses data from a new Digital Life 2012 report by TNS that suggests that as many as half of all companies running social media marketing campaigns are seeing their messages ignored.

Social Media and the Sampling Problem
Gary Angel of Semphonic is skeptical of the validity of brand-tracking and sentiment analysis with social media due to poorly controlled sampling. He also discusses Elea Feit‘s work on brand word-of-mouth and sentiment at the Wharton Customer Analytics Initiative and warns analysts to beware of trusting sentiment analysis from social media.

Social Media Analytics: Three lessons for success
Ted Sapountzis of SAP summarizes his presentation at Business Insider’s recent Social Media Analytics conference, including measurement tips he has picked up from his work at SAP and through conversations with peers.

The One Social Media Metric You Need
Heidi Cohen asked several social media marketers and analysts to describe the most important element of their measurement strategy and summarized the results in this post. Some great ideas from Perry Drake, Rebecca Lieb, Brian Massey, Jim Sterne, and others.

How to create social media metrics that matter
On Mark Schaefer’s {grow} blog, Steve Goldner provides some tips for social marketers to help them develop their plan and provide meaningful metrics to their businesses.

Written by Dean Cruse

November 11th, 2011 at 1:59 pm

TakeFive with TweetReach – Michele Hinojosa

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Welcome back to TakeFive with TweetReach, our ongoing interview series with notable members of the social media analytics and measurement community. This week we’re thrilled to welcome Michele Hinojosa, a self-confessed analytics geek and Director of Digital Analytics at Red Door Interactive.

TweetReach: Welcome Michele! Let’s start with talking about how you got started with social analytics. What got you interested in measuring social?

Michele Hinojosa: I first got into digital measurement through web and advertising analytics at Kelley Blue Book. As I started expanding my horizons and wanting to learn more about the digital analytics industry, I started joining in conversations in social media — the Yahoo Web Analytics group, Linked In, Quora, but especially Twitter. For me, social analytics started mostly as a curiosity, just playing around with different solutions and analysing social traffic to my little blog, or analysing the social media behaviour of the online web analytics community through the #measure hashtag.

Now, at Red Door Interactive, my team of Digital Analysts and I get to help clients understand the impact of conversations they’re having with customers, including on the website, in social media or through a variety of acquisition channels.

TweetReach: What metrics are most important for your job and your company? What should we be measuring? Beyond that, is there anything we shouldn’t be measuring? Are there any “bad” metrics?

Michele Hinojosa: I don’t think there are “bad” metrics per se, just less useful ones. There is an evolution as companies grow from a simple like/follower approach to looking more at business impact. This isn’t really surprising, given a lot of companies also embark on social “because we should”, but without strategy or goals for doing so. Ideally, companies should embark on social initiatives with clear goals (e.g., decrease call center volume, drive sales, drive traffic to the website, save on other marketing budgets, etc) and understand what, in a perfect world, you would want to measure. From there, figure out if you can. Do you have the right toolsets? The necessary data integration? If not, come up with something that gets you close, or gives you directional insight while you build out the rest. I’m not saying wait until everything is perfect before you do anything, but make sure you know where you want to get before you start working towards it.

TweetReach: What are your recommendations for someone just getting started with social analytics? What should they do first? What are some important considerations?

Michele Hinojosa: For an analyst thinking about diving into social media, they need to first get involved in social media themselves. I don’t think you can measure what you don’t understand, and getting involved in a variety of social channels is key to understanding them. (And no, just having a Facebook account doesn’t count.) Each channel is different and the goals of being involved are different. I try new social channels all the time. They may prove to not be “my kind of thing” (and no one can possibly keep up with all of them and hold down a job, too!) but at least play around and see what they offer, how the channels differ and how they might be used for different goals or different businesses.

There are key books I would recommend reading – John Lovett’s “Social Media Metrics Secrets”, Jim Sterne’s “Social Media Metrics” and Olivier Blanchard’s “Social Media ROI” (and converse with these guys on Twitter! They are great guys and are always up for a good conversation.) Not to mention a myriad of blogs out there.

From there, start doing it, even if you just start by analysing your own accounts. Better yet, find a local business or non-profit to help (so you can attempt to tie to actual business metrics.) You’ll learn more from doing (and, let’s be honest, making mistakes) than you ever will from a book.

But it’s important to keep in mind social media is just one marketing channel. It’s great to have an interest in social analytics, but like other areas, it needs to be kept in context of the overall business and marketing efforts.

TweetReach: Let’s talk about consistency in measurement. There are a tremendous number of tools and approaches used to measure social media performance, which can produce results that are difficult to compare. Do you see the industry evolving towards a more standardized set of metrics or do you think we’ll continue to see a lot of variety and experimentation?

Michele Hinojosa: I’m going to give the very on-the-fence answer: Both. While social analytics often starts as just “likes” and “followers” for companies, pretty soon executives (and hopefully, good analysts!) are trying to tie this to actual business value, and look at social media in the context of other marketing initiatives. Profit or revenue driven are standardised and can apply across all channels, including social. However, let’s be honest: sometimes that’s hard to measure! It involves tying together different data sources, understanding attribution, and trying to measure what may sometimes be unmeasurable. (Do I know that you bought my product after you saw your best friend’s Facebook post raving about it? Maybe not.) But while the answers won’t be perfect, companies have to try to get as close as they can.

On the other hand, new social channels crop up every day, and while these too need to be tied to profit, they’ll also have their own in-network metrics that marketers and analysts will keep track of, and use to understand behaviour. (After all, somewhere there’s a 12-year-old in his garage creating something that will blow Zuckerberg off the map.)

Ultimately, social needs to be tied to business objectives like any other initiative, but the methods we use to do this will get more sophisticated, and I think there’s a lot more experimentation still to come.

TweetReach: We’re hearing a lot about influence right now; everyone wants to measure influence and target influencers. What are your thoughts on measuring influence in social media? What’s the best way to determine who is influential for a particular campaign or initiative?

Michele Hinojosa: Influence is a great example of where social analytics has room to grow. What businesses care about is who influences sales (or leads, or referrals, or whatever your business objectives.) Social tools are measuring “influence” on retweets, or Facebook likes, or video views. I can understand why businesses want to understand who their influencers are, but I think we need to keep in mind the limitations of a lot of current measures of influence — they’re likely not measuring influencers of the business metric they actually care about. That’s when it will be truly useful.

At the same time, I worry about the uses that current influence metrics are put to. I can see a use in using influence to prioritise, for example, response to requests. (For the same reason that food critics get the best cut of meat, those with online influence can have a big impact if they have a negative experience, and I can understand companies wanting to provide excellent service.) But I hope it’s not used as a metric of “you’re not worthy of my time.” Simply put, I can see using influence to determine who to respond to first, but not who to respond to at all.

I also worry about the use of influence in areas such as recruiting. I hope companies make their decisions off more than one number, and look at a candidate or potential consultant’s actual track record, results and skills.

I think these concerns just speak to the overall reality with a lot of social media metrics today — they can be useful in context, but as one standalone metric, we may sometimes attach too much significance, without enough consideration, analysis and scrutiny.

TweetReach: Thanks, Michele!

Michele Hinojosa is a self-confessed analytics geek. She is currently the Director of Digital Analytics at Red Door Interactive, responsible for leading a team of analysts to produce actionable insights and recommendations to optimize clients’ online initiatives. As the Manager of Web Analytics for Kelley Blue Book, she and her team were responsible for forecasting, analyzing, testing and optimizing KBB.com and its associated businesses.

Michele holds degrees in Law and Psychology from the University of Melbourne (Australia) but is currently located in Southern California. As a certified group fitness instructor, she is as fanatical about Les Mills group fitness programs and cycling as she is about data.

Michele enjoys reading, writing and thinking about analytics and engaging with the web analytics community via Twitter. You can read her thoughts at michelehinojosa.com or @michelehinojosa.

Written by Dean Cruse

November 9th, 2011 at 12:49 pm

This Week in Social Analytics #23

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Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from the week in the world of measurement, analytics and social media. Enjoy!

How brands can turn the art of social media scientific
As she works with sports teams, leagues, athletes and corporate brands, Amy Martin of Digital Royalty combines what she calls cold (traditional) metrics and warm (social) metrics to track a measure of return on influence and discusses the direct correlation between it and revenue.

SEO Beats PPC & Social Media For Generating Leads
In a recent study of 500 U.S. online marketers by Webmarketing123, SEO is the number one source of leads for both B2C and B2B marketers, beating out both PPC and social media marketing. A handy infographic of the results can also be found here.

Stop the Social Puppetry for Klout and Other Influence Metrics!
In this widely retweeted post, Pam Moore discusses the recent changes to Klout’s algorithm for scoring online influence and argues that any measure of social influence should be viewed as just one of the numbers in the bag of measurement tools and metrics.

Written by Dean Cruse

November 5th, 2011 at 9:00 am

This Week in Social Analytics #21

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Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from this week in the world of measurement, analytics and social media. Enjoy!

How Top Brands Measure Social Media Success
Todd Defren at SHIFT Communications interviewed a few top brands asking for the one metric that they used internally to talk about Social Media ROI. Perception of the brand, customer satisfaction and customer loyalty topped the list. Refreshingly, nothing about the number of clicks or followers in this list.

6 Ways to Measure Your Social Media Results
Phil Mershon of the Social Media Examiner reviews Susan Etlinger’s recent research on social media measurement practices and tools. We’ve posted that here before, but this is a great reminder and practical advice on how to tie your measurement program to key business objectives.

eMetrics 2011 — Twitter Analytics Additional Resources
From Tim Wilson, a nice collection of links on Twitter analytics from his presentation at eMetrics 2011 in New York City.

Written by Dean Cruse

October 21st, 2011 at 2:12 pm

This Week in Social Analytics #20

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Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value
Avinash Kaushik proposes a framework for measuring social media using four distinct metrics, independent of the social channel being used. These include: conversation rate, amplification rate, applause rate, and economic value.

Do Your Analytics Cheat the Truth?
Michael Schrage at the Harvard Business Review warns that executives should be careful of analytics presented in a way purely to generate influence and win arguments rather than to generate insight. When using analytics to gain understanding of the dynamics of a business, make sure you understand the data “outliers” – and make sure analysts present the full picture that the data tell.

The Hidden Costs Of Social Media
Ron Shevlin discusses how with social media, the incremental cost of communicating with customers and prospects is zero. This has changed the way ROI is measured with new media as costs have shifted from message distribution to message creation and understanding which messages are most effective.

Social media ROI: It’s not about immediate results
Cheri Macale at The Next Web, summarizing Gary Vaynerchuk, describes measuring the ROI of social media as more like trying to measure the ROI of your Mom. Results are not immediate, and social media should be used to generate quality leads, engage with customers, and create the voice of the brand.

A pitch for PR to focus more on owned media
Deirdre Breakenridge writes about how PR professionals shouldn’t only focus on securing earned media. New content is getting added to a brand’s owned media arsenal every day. By working with all of a brand’s content, PR pros can help their clients tell an even broader story.

Written by Dean Cruse

October 14th, 2011 at 11:08 am

This Week in Social Analytics #19

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Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from the week in the world of measurement, analytics and social media. Enjoy!

I Miss The Social Media Echo Chamber
Adam Price of SpeakSocial warns not to get caught up in the social media echo chamber, where you worry more about updating and reading your various feeds and networks and can forget about paying attention to your customers. Good advice. Customer insight wins.

Real Time is Wrong Time in Measurement
Katie Paine comments on Google’s recent annoucement of real time Analytics and suggests that “real-time” monitoring, while interesting to watch, can be short sighted in terms of the decisions you might make based on the data.

Klout, Kred and the Ugly Truth About Social Influence Measurement
On David Armano’s Logic+Emotion blog, guest writer Jennifer Leggio discusses several critical considerations to take into account when measuring and acting upon social influence.

Social Media and Return on Investment: Some clarity.
On The Brand Builder blog, Olivier Blanchard advises marketers to make sure they ask the right question when looking at measuring social media ROI. Measure ROI by looking at the activity and outcome you are trying to achieve. Social media may or may not be a means to that end.

Written by Dean Cruse

October 7th, 2011 at 12:59 pm