Today, customers move constantly between the online and offline worlds, using a range of devices
— such as smartphones and tablets — that didn’t exist a few short years ago. Thousands of
applications and dozens of social media platforms collect and transmit an unprecedented amount of
structured and unstructured data1, and API changes are a fact of life. The volatility of social data and
the pace of change mean that tried-and-true measurement methods are no longer enough. Social
data is different. The old rules don’t apply.
1. The Social Media ROI
Cookbook:
Six Ingredients Top Brands Use to Measure
the Revenue Impact of Social Media
July 24, 2012
By Susan Etlinger
With Jeremiah Owyang and Andrew Jones
Includes input from 66 ecosystem contributors