1. What Should Social Media
Measurement Look Like?
Dr Jillian Ney
@jillney

2. Dr Jillian Ney
UK’s first Dr of Social Media
Founder of:
Disruptive Insight
The Social Intelligence Consultancy

4. We transform digital noise into valuable insight for business
• Digital Context Assessments and Audits
• Social Media Measurement and Value
• Social Intelligence
• Behavioural Engagement

5. Misconception

6. Social data is qualitative data but on a
quantitative scale
Social data is quantitative
data….

7. …social data is really
qualitative data but on a
quantitative scale

8. Issues

9. Web analytics approach when should
be insight and intelligence frameworks
Using web analytics when
should be using insight &
intelligence frameworks….

10. Shallow volume led metrics
…Measuring buzz…

11. Inability to measure exposure
…Inability to measure
exposure…

12. Lack of context to social data
…Lack of context…

13. No understanding of audience
…No understanding of
audience…

14. Poor manipulation and visualisation
…Poor manipulation and
visualization…

15. Poor integration with brand and
marketing objectives
…Poor integration with
brand and marketing
objectives

16. Social Media
Measurement

18. The Stats

19. Share of Voice

20. The Buzz Chart

21. The Keyword Map

22. The Stream Map

23. The Bundle Map

24. The Future?

25. Develop solid analytical frameworks
Develop solid insight
and intelligence
frameworks…

26. New ways of sampling
…Adopt new ways
of sampling…

27. Human vision
…More human vision
not algorithms…

28. Move focus from content to all around
it
…Move focus from
content to everything
surrounding it…

29. Integrate other data sources
…Integrate other
data sources…

30. Redesign internal decision-making
processes
…Redesign internal
decision-making
processes

31. 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