The Challenges of Measuring Social Media

Richard Bagnall, Metrica

2007

2010

Web gets easy powering social

Web gets easy powering social

http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/

http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/

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.

“It is dangerous to underestimate the huge changes this revolution will bring to build and destroy - not just companies but whole countries."

A dangerous mix

So Murdoch was right and he clearly cares.

But why should I?

% 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

% 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

% 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

% 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

% 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

% 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

Bob Garfield

The Chaos Scenario

“The herd will be heard”

Out-take and out-come

Where to start, what to do?

Clear obstacles

http://dilbert.com/strips/comic/2010-09-13/

Agree a policy

PolicySource: Social Media Policy Template http://www.socialmediapolicytemplate.com

Listen

Goals

Objectives

Strategy

Tactics

Strategy

http://bit.ly/cSHJyX

Some social media monitoring challenges

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

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

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

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’

Volume - Forget absolute numbers

Beware scoring systems

Who matters? Influence v relevance.

Summary of the challenges

Summary of the challenges

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

A final thought

richard.bagnall@metrica.net

www.metrica.net/measurementmatters

www.twitter.com/richardbagnall

www.linkedin.com/in/richardbagnall

Let’s keep in touch:

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