ImpactWatch Blog

• Market Research 3.0 Is Here: Attitudes Meet Algorithms in Sentiment Analysis – Fast Company
  

We also need to look at social media as just a channel in the consumer experience mix, and Sentiment Analysis as just a market research tool that is part of a bigger research mix; in-person research and surveys for all their shortcomings offer benefits that social media research cannot duplicate. (even aside from the M&Ms and two-way mirrors!)

• There’s a Sucker Born every Minute- Esp. in Social Media Measurement – Random Acts of Data

Everyday on twitter, facebook, linkedin, etc I see posts on how to measure Social Media.  Usually while reading these posts I have to resist the urge to find a knife and go on a “people who cheapen my skill set in the social media space” killing spree.  For the most part the measurement solutions proposed in these articles lack context,  double count metrics, and fail to isolate an overall measurement goal. The result is equations (usually to measure ROI or some variant of ROI) that have enough holes in them to strain the pasta for my Sunday spaghetti dinner.

• Trying to measure the ROI of social media is stupid – Recruiting Bloggers

Are these companies measuring the ROI of their employees’ telephone conversations? Emails? Faxes?

• There’s No ROI on Social Media – Sysomos Blog

The challenge when it comes to measuring social media ROI is it’s still early days for social media. As a result, there is a lot of experimenting (and spending) by companies that want to get experience and insight into what works and what doesn’t. At the same time, they are trying to create ROI models that can be used for measurement purposes.

• What makes social media measurement hard? – RMM

An activity that uses social media technologies can affect the performance of multiple business functions at the same time.

• Social Media Intelligence. We sell or else – davaidavai.com

The same mistakes that were made by the marketing industry for ages by setting up big surveys which anticipate answers we have to give in case we fail. No doubt, only few human beings want to fail. But there is a difference between a survey and the right action afterwards.

• What’s your Twitter ROI? How to measure social media payoff and One company’s ROI tally for social media – Computerworld

Now, as more companies adopt social media for business dealings, leading organizations are trying to assess the actual value of using these tools. They’re finding that while social media technologies do have business benefits, calculating the hard numbers of ROI is a difficult yet necessary step as they try to decide what actions to take next.

• Why Search Engines Aren’t Media Monitoring Tools – Media Badger

Some Social Media  consultants will tell you “hey, just set up Google Alerts and do some occasional checking across search engines, it’s all you need!”. There’s two major flaws to this approach.

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Media Monitoring Tools Lists

38 free tools to monitor social media – Pietro Sansone

Comparison of Free Social Media Monitoring Tools – Amit Klein

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Slides & Presentations

Measuring Social Media – MarketingNow Measurement

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This entry was posted on Friday, September 25th, 2009 at 10:57 am and is filed under Media Measurement, Media Monitoring. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.