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Social Media Measurement

Who Is Watching Our Waggle?

January 29, 2010 · Comments

Karl von Frisch spent years studying honey bees. He was fascinated with how bees found sources of pollen and communicated that back to their fellow hive mates. As he studied, he discovered the bees that actually find the pollen do not return to lead others to it. Instead, they perform intricate dances within the hive that vary depending upon a variety of factors.

When food is within a certain distance of the hive, the dance is circular. When food is farther, the dance is a sort of figure eight with what he called a “waggle” in the middle. The speed of the dance, he discovered, had to do with a more specific distance to the food source. The dance included a straight movement to indicate direction of the food as well.

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Join Me In Dallas For The 2010 Optimization Summits

January 15, 2010

One of my strategies for evangelizing social media in 2010 is to speak at events outside the social media bubble. My hope is to help educate business people on the world of social media marketing and social business to widen the appeal and acceptance of what we do and help people become more efficient and [...]

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What Is Engagement And How Do We Measure It?

January 4, 2010

One of the most powerful business objectives social media can deliver is consumer engagement. At least that’s what all the social media advocates tell you, right. But what exactly is “engagement,” how do you measure it and why is it all of a sudden the holy grail of marketing?
Frankly, engagement is just a bullshit term [...]

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What Social Media Monitoring Won’t Get You

November 2, 2009

Companies, brands and their respective marketing and public relations managers are clamoring to know what people are saying about them on the web. I would offer that social media monitoring has been the single-largest technology-based industry boom in the last 10 years, though search engine optimization firms might win that title.

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On a parallel [...]

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Visible Technologies Unveils Expanded Social Media Monitoring Platform

September 9, 2009

The social media monitoring space just got more cluttered. Or perhaps not so.
Visible Technologies, originally a search marketing firm that expanded into the social media monitoring realm about three years ago, today launched an expanded suite of monitoring and measurement tools to up the ante in the chase for market lead.
VT’s flagship product, TruCast, has [...]

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Social Media ROI? Traditional Is Still More Accepted.

August 26, 2009

The return on investment for social media marketing is not an easy thing to determine. It’s not easy to measure. It’s not easy to argue. It’s not easy to prove.

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I’ll pause while the Kool-Aid drinkers curse at the screen and jump to the comments to call me names before reading the rest of [...]

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Spiral16 Adds Unique Layers To Social Media Monitoring

August 12, 2009

Social media monitoring keeps getting more and more interesting. Not only are the existing players continually improving their wares but start-ups and under the radar players are bringing interesting features and thoughts to the marketplace.
One such company is Kansas City-based Spiral16, a two-year-old, privately funded social media monitoring service I spent some time with recently [...]

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Social Media Monitoring Grudge Match: Radian6 vs. Scout Labs

April 13, 2009

Ever since I reported on the launch of Scout Labs, I have had people ask, fairly or not, how it compares with Radian6. It’s no secret that I use Radian6 at Doe-Anderson, am good friends with many of their employees and have recommended them to people left and right for a long time. Scout Labs [...]

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Impressions Of And In Social Media Measurement

August 4, 2008

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I’ve had the pleasure and honor of getting to know and working with a handful of social media measurement firms. For disclosure’s sake, Doe-Anderson presently uses Radian6 for one client as well as agency projects and my friends at Beam Global Spirits & Wine use Collective Intellect, which I have access to on [...]

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Perhaps Social Media Measurement Shouldn’t Matter

May 19, 2008

Proving value in social media is much akin to doing the same in public relations. This is precisely why so many CEOs and CMOs are hesitant to commit dollars to efforts there. When the bottom line determines every decision, much of what a company or brand should do winds up on the wrong side of [...]

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Exploring Social Media Measurement: Cymfony

March 3, 2008

This week’s look at Social Media measurement focuses on Cymfony, one of two firms singled out by Forrester Research as best in class for monitoring online buzz about your brand. There are a handful of very good services on the higher end (both cost and deliverables) of the measurement spectrum, but finding a differentiating factor [...]

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