I’ve spent over two years developing a social media measurement platform. One of the most important things I’ve learned during that time is that what counts as good and valuable measurement is unique to almost every client.
While there are some commonalities between companies in similar industry verticals, my experience suggests strongly that there simply is no “cookbook” for social media measurement that applies universally.
What this means is that you can’t simply watch what the gurus are measuring (or the competition, or that guy you met at the conference) and adopt it as your own.
To make matters even more complicated, there is an enormous amount of data available about social media – and only some of it will be valuable to you. Sorting through all of it to find the bits that will be useful simply isn’t an option.
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