![Page 1: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/1.jpg)
The Challenges of Measuring Social Media
Richard Bagnall, Metrica
![Page 2: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/2.jpg)
![Page 3: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/3.jpg)
![Page 4: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/4.jpg)
![Page 5: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/5.jpg)
2007
![Page 6: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/6.jpg)
2010
![Page 7: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/7.jpg)
Web gets easy powering social
![Page 8: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/8.jpg)
Web gets easy powering social
![Page 9: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/9.jpg)
![Page 10: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/10.jpg)
http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/
![Page 11: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/11.jpg)
http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/
![Page 12: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/12.jpg)
August 2010: approx. 2.64 billion Tweets per month
These images are to scale and represent the difference in volume of Tweets between the two dates.
![Page 13: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/13.jpg)
“It is dangerous to underestimate the huge changes this revolution will bring to build and destroy - not just companies but whole countries."
![Page 14: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/14.jpg)
A dangerous mix
![Page 15: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/15.jpg)
![Page 16: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/16.jpg)
![Page 17: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/17.jpg)
So Murdoch was right and he clearly cares.
But why should I?
![Page 18: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/18.jpg)
% of British Population reading daily newspaper
39% of British population don’t read a daily paper
Source: Metrica / Gorkana UKPulse survey – base 13,000
www.metrica.net/ukpulse
![Page 19: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/19.jpg)
% of 16–23 year olds reading daily paper
40% of 16-23 year olds don’t read a daily paper
Source: Metrica / Gorkana UKPulse survey – base 13,000
www.metrica.net/ukpulse
![Page 20: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/20.jpg)
% of 36–44 year olds reading daily paper
45% of 36-44 year olds don’t read a daily paper
Source: Metrica / Gorkana UKPulse survey – base 13,000
www.metrica.net/ukpulse
![Page 21: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/21.jpg)
% of 65+ year olds reading daily paper
27% of people aged 65+ don’t read a daily paper
Source: Metrica / Gorkana UKPulse survey – base 13,000
www.metrica.net/ukpulse
![Page 22: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/22.jpg)
% of British population getting news online
Only 25% of British population don’t read their news online
Over 51% do – and that’s just on the BBC
Source: Metrica / Gorkana UKPulse survey – base 13,000
www.metrica.net/ukpulse
![Page 23: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/23.jpg)
% of 65+ years old getting news online
It’s not just the young reading news online
Source: Metrica / Gorkana UKPulse survey – base 13,000
www.metrica.net/ukpulse
![Page 24: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/24.jpg)
![Page 25: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/25.jpg)
![Page 26: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/26.jpg)
![Page 27: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/27.jpg)
![Page 28: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/28.jpg)
![Page 29: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/29.jpg)
Bob Garfield
![Page 30: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/30.jpg)
The Chaos Scenario
![Page 31: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/31.jpg)
“The herd will be heard”
![Page 32: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/32.jpg)
Out-take and out-come
![Page 33: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/33.jpg)
Where to start, what to do?
![Page 34: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/34.jpg)
Clear obstacles
http://dilbert.com/strips/comic/2010-09-13/
![Page 35: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/35.jpg)
Agree a policy
PolicySource: Social Media Policy Template http://www.socialmediapolicytemplate.com
![Page 36: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/36.jpg)
Listen
![Page 37: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/37.jpg)
Goals
Objectives
Strategy
Tactics
![Page 38: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/38.jpg)
Strategy
http://bit.ly/cSHJyX
![Page 39: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/39.jpg)
Some social media monitoring challenges
![Page 40: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/40.jpg)
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
![Page 41: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/41.jpg)
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
![Page 42: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/42.jpg)
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
![Page 43: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/43.jpg)
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’
![Page 44: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/44.jpg)
Volume - Forget absolute numbers
Beware scoring systems
Who matters? Influence v relevance.
Summary of the challenges
![Page 45: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/45.jpg)
Summary of the challenges
![Page 46: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/46.jpg)
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
![Page 47: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/47.jpg)
A final thought
![Page 48: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/48.jpg)
![Page 49: The challenges of measuring social media pr moment](https://reader036.vdocument.in/reader036/viewer/2022070302/5480ca61b4af9f3e718b45d9/html5/thumbnails/49.jpg)
www.metrica.net/measurementmatters
www.twitter.com/richardbagnall
www.linkedin.com/in/richardbagnall
Let’s keep in touch:
Copyright applies to this document –some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0