Posts Tagged ‘twitter analysis’
But you know what? It made me think. Hard. As did the comments, so read the conversation when you can.
While I get frustrated with tools like Klout claiming to be standard measure or metrics, what really frustrates me about these tools is they help lazy marketers be lazy. These tools builders know that busy marketers and other professionals using social media are looking for one-stop solutions, so they attempt to provide one. And once that tool is out there, there’s no stopping anyone from using it as they want, even if it seems ridiculous to most of us. Read the rest of this entry »
Sometimes I find myself thinking (and talking) in circles about measurement. Often when I get going on a new project or concept, I find myself lost in the weeds and forgetting the big picture. This, of course, is a deadly measurement sin.
Where I most often get stuck is the nitty, gritty granular details of measurement. Do I want to look at tweets and retweets separately? Do I need to break sentiment out by channel or roll it up?
What I’m forgetting is that all metrics and measurements should tie back to a goal. If I need to slice and dice the data 100 different ways to show success, so be it. But if I’m just doing it because I can (and because it’s fun), it’s most often a waste of time. Read the rest of this entry »
My boyfriend was recently asked to help review a new Masters program plan for a local university. Part of this plan included success metrics like the following:
- Number of students enrolled in the program
- Feedback on courses and professors from students (through annual surveys)
- Number of students who find employment (upon graduation or within six months)
- Number of students who receive a promotion or other recognition (upon graduation or within one year)
While the first two are valuable metrics for other purposes (budgeting, curriculum building, etc.), I would not necessarily consider these to be success metrics. Read the rest of this entry »
Let’s get something straight: generalizations are not gospel. I’ve seen too many blog posts and articles lately which use broad generalizations to show how to be successful with social media, particularly Facebook.
For example, analyzing when your brand’s Facebook page community is most active (time of day, day of week) is incredibly valuable. This can help you time your own activities to catch the most people at the exact right time. But writing posts at noon because you read a blog post that says that’s when people are most active is lazy.
Studies like that look at Facebook brand pages across industries and categories. Their core consumers are likely vastly different, and each page likely has very different fan bases. Averaging these numbers doesn’t tell you anything for your own brand. It tells you the average time of day people across 30 different Facebook pages are most active. Read the rest of this entry »
In case you’re still not convinced about Twitter as a research tool, Twitter’s CEO, Jacky Dorsey, recently gave some wise advice at The Economist’s Ideas Economy: Innovation event:
It’s never been easier to start a company since Twitter exists. We get this instant pulse of what’s happening around any topic.
Let’s face it: Twitter is not for everyone. Not every company or every brand should have an official Twitter handle. I think we will all be happy if our toilet brush never says hello to us in 140 characters.
One thing is pretty universally true, though. With more than 450,000 people checking it out every day, there are bound to be people talking about your product or your core consumers talking about other products they love. Read the rest of this entry »