1. The Challenges of Measuring Social Media Richard Bagnall, Metrica

3. 2007

4. 2010

6. Some conversations are private

8. Bob Garfield

9. The Chaos Scenario

10. “ The herd will be heard”

11. Out-take and out-come

12. Where to start, what to do?

13. Clear obstacles

14. Listen

15. G oals O bjectives S trategy T actics

16. Strategy http://bit.ly/cSHJyX

17. Some social media monitoring challenges

18. Volume & Relevance Co. A Co. B Co. C

19. Coverage by channel Co. A Co. B Co. C

20. Speed & Delay Co. A Co. B Co. C

21. Sentiment Accuracy Co. A Co. B Co. C Metrica (without analysts) ‘ CHANCE’

22. Volume - Forget absolute numbers Beware scoring systems Who matters? Influence v relevance. Treat automated metrics with caution Private conversations Query string is crucial Measure appropriately Summary of the challenges

23. A final thought

25. [email_address] www.metrica.net/measurementmatters www.twitter.com/richardbagnall www.linkedin.com/in/richardbagnall Let’s keep in touch: