What Should Social Media
Measurement Look Like?
Dr Jillian Ney
@jillney
Dr Jillian Ney
UK’s first Dr of Social Media
Founder of:

Disruptive Insight
The Social Intelligence Consultancy
We transform digital noise into valuable insight for business

• Digital Context Assessments and Audits
• Social Media Mea...
Misconception
Social data is qualitative data but on a
quantitative scale

Social data is quantitative
data….
…social data is really
qualitative data but on a
quantitative scale
Issues
Web analytics approach when should
be insight and intelligence frameworks

Using web analytics when
should be using insigh...
Shallow volume led metrics

…Measuring buzz…
Inability to measure exposure

…Inability to measure
exposure…
Lack of context to social data

…Lack of context…
No understanding of audience

…No understanding of
audience…
Poor manipulation and visualisation

…Poor manipulation and
visualization…
Poor integration with brand and
marketing objectives

…Poor integration with
brand and marketing
objectives
Social Media
Measurement
The Stats
Share of Voice
The Buzz Chart
The Keyword Map
The Stream Map
The Bundle Map
The Future?
Develop solid analytical frameworks

Develop solid insight
and intelligence
frameworks…
New ways of sampling

…Adopt new ways
of sampling…
Human vision

…More human vision
not algorithms…
Move focus from content to all around
it

…Move focus from
content to everything
surrounding it…
Integrate other data sources

…Integrate other
data sources…
Redesign internal decision-making
processes

…Redesign internal
decision-making
processes
Disruptive Insight
The Hub, Unit 2.3
70 Pacific Quay,
Glasgow
G51 1DZ
Tel: +44 (0) 141 419 0105

hello@disruptiveinsight.c...
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Jillian ney presentation

  1. 1. What Should Social Media Measurement Look Like? Dr Jillian Ney @jillney
  2. 2. Dr Jillian Ney UK’s first Dr of Social Media Founder of: Disruptive Insight The Social Intelligence Consultancy
  3. 3. We transform digital noise into valuable insight for business • Digital Context Assessments and Audits • Social Media Measurement and Value • Social Intelligence • Behavioural Engagement
  4. 4. Misconception
  5. 5. Social data is qualitative data but on a quantitative scale Social data is quantitative data….
  6. 6. …social data is really qualitative data but on a quantitative scale
  7. 7. Issues
  8. 8. Web analytics approach when should be insight and intelligence frameworks Using web analytics when should be using insight & intelligence frameworks….
  9. 9. Shallow volume led metrics …Measuring buzz…
  10. 10. Inability to measure exposure …Inability to measure exposure…
  11. 11. Lack of context to social data …Lack of context…
  12. 12. No understanding of audience …No understanding of audience…
  13. 13. Poor manipulation and visualisation …Poor manipulation and visualization…
  14. 14. Poor integration with brand and marketing objectives …Poor integration with brand and marketing objectives
  15. 15. Social Media Measurement
  16. 16. The Stats
  17. 17. Share of Voice
  18. 18. The Buzz Chart
  19. 19. The Keyword Map
  20. 20. The Stream Map
  21. 21. The Bundle Map
  22. 22. The Future?
  23. 23. Develop solid analytical frameworks Develop solid insight and intelligence frameworks…
  24. 24. New ways of sampling …Adopt new ways of sampling…
  25. 25. Human vision …More human vision not algorithms…
  26. 26. Move focus from content to all around it …Move focus from content to everything surrounding it…
  27. 27. Integrate other data sources …Integrate other data sources…
  28. 28. Redesign internal decision-making processes …Redesign internal decision-making processes
  29. 29. Disruptive Insight The Hub, Unit 2.3 70 Pacific Quay, Glasgow G51 1DZ Tel: +44 (0) 141 419 0105 hello@disruptiveinsight.co.uk www.disruptiveinsight.co.uk @disruptinsight @jillney Candlewick House 120 Cannon Street London EC4N 6AS Tel: +44 (0) 20 3475 7580

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