Dr Jillian Ney@jillney

What Should Social Media Measurement Look Like?

Dr Jillian Ney

UK’s first Dr of Social Media

Founder of:

Disruptive InsightThe Social Intelligence Consultancy

We transform digital noise into valuable insight for business

• Digital Context Assessments and Audits

• Social Media Measurement and Value

• Social Intelligence

• Behavioural Engagement

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 insight & intelligence frameworks….

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

The Hub, Unit 2.370 Pacific Quay,GlasgowG51 1DZ

Tel: +44 (0) 141 419 0105

Candlewick House120 Cannon StreetLondonEC4N 6AS

Tel: +44 (0) 20 3475 7580

Disruptive Insight

hello@disruptiveinsight.co.ukwww.disruptiveinsight.co.uk @disruptinsight@jillney