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Why is social media monitoring and measurement important to today's PR professional and what are the challenges to monitoring and measuring it?

Why is social media monitoring and measurement important to today's PR professional and what are the challenges to monitoring and measuring it?

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The challenges of measuring social media - prmoment.com presentation The challenges of measuring social media - prmoment.com presentation Presentation Transcript

  • The Challenges of Measuring Social Media Richard Bagnall, Metrica
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  • 2007
  • 2010
  • Web gets easy powering social
  • Web gets easy powering social
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  • 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
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    • 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
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  • 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 Policy Source: Social Media Policy Template http://www.socialmediapolicytemplate.com
  • Listen
  • G oals O bjectives S trategy T actics
  • Strategy http://bit.ly/cSHJyX
  • Some social media monitoring challenges
  • Volume & Relevance Co. A Co. B Co. C
  • Coverage by channel Co. A Co. B Co. C
  • Speed & Delay Co. A Co. B Co. C
  • Sentiment Accuracy 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
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  • [email_address] 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