Tips, techniques, and tools for measuring what works in social, presented by Apryl Pilolli

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In her Brands-Only Summit Pre-Conference presentation, Cox Media Group's Apryl Pilolli explains what we should actually be measuring in social media. She walks us through solutions that can help you measure social success and present it to the C-Suite.

Social Media

74 PERCENT
OF ONLINE ADULTS USE
SOCIAL NETWORKING SITES

80% OF THE FORTUNE 500
IS ON FACEBOOK & TWITTER

SOCIAL ANALYTICS IS STILL
IN ITS ADOLESCENCE

ADJUST YOUR REPORTS AS
YOUR GOALS CHANGE

MEASURE WHAT MATTERS
PROVIDE INSIGHTS NOT JUST DATA
BE DATA-INFORMED NOT DATA-DRIVEN
USE MULTIPLE DATA SOURCES
ALWAYS RE-EVALUATE YOUR REPORTS

@aapilolli
facebook.com/aapilolli
linkedin.com/in/aapilolli

Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

The advent of online social networks and ready access to massive document collections has provided a rich, large-scale playground for researchers interested in understanding social networks, what people say on them, and identifying interesting segments within large populations. This talk gives an overview of recent research on a number of topics, including measuring bias at scale, the effect of network structure on virality, and inferring networks from information cascades. I'll also discuss how profile analytics and user segmentation enables more effective product campaigns that incorporate tailored content and offers based on the interests and behaviors of individuals within segments.

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