Social media measurement
Encyclopedia
Social media measurement refers to the tracking of various social media
content such as blogs, wikis, micro-blogs, social networking sites, video/photo sharing websites, forums, message boards, and user-generated content
in general as a way for marketers to determine the volume and sentiment around a brand or topic in social media.
There are both entry level free tools and enterprise platforms available for use by digital marketers and PR professionals.
As of August 2011, almost three-quarters of marketing executives use some kind of tool to monitor social media.
Social media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
content such as blogs, wikis, micro-blogs, social networking sites, video/photo sharing websites, forums, message boards, and user-generated content
User-generated content
User generated content covers a range of media content available in a range of modern communications technologies. It entered mainstream usage during 2005 having arisen in web publishing and new media content production circles...
in general as a way for marketers to determine the volume and sentiment around a brand or topic in social media.
There are both entry level free tools and enterprise platforms available for use by digital marketers and PR professionals.
As of August 2011, almost three-quarters of marketing executives use some kind of tool to monitor social media.
Quantifying Social Media
There are currently several ideologies around social media quantification. Major players such as Klout or PeerIndex attempt to measure your influence by taking into account the size of your voice and the depth of your reach; while other players such as SplashMedia try to quantify your effectiveness in social media with their own suite of social media tools. In this approach they measure coefficients between activity (inputs) and results (outputs). Fundamentally both approaches have strengths and weaknesses. The flaw with measuring someones influence by the size of their voice (e.g. Klout, PeerIndex) is to say that Gandhi or Teddy Roosevelt weren't very influential; and that Charlie Scheen is one of the most influential people on the internet. On the other hand, measuring social media by 'effectiveness' means that a local barber could in theory be as 'effective' as Pepsi or Old Spice even though their reach is 1/1000th of their counterpart.See also
- Social Radar, founded by Infegy
- Meltwater GroupMeltwater GroupMeltwater Group is a Software as a Service company founded in Oslo, Norway in 2001 based on research originally funded by the Norwegian Computing Center. The founder and CEO, Jørn Lyseggen, has also founded a number of other startups...
- The International Association for Measurement and Evaluation of Communication (AMEC)
- MetricaMetricaMetrica is a global media analysis, media evaluation and PR planning consultancy. Headquartered in London, the business was founded in 1993. The company works in the fields of reputation management, public relations measurement and content analysis...
- General Sentiment
- SamepointSamepointSamepoint, LLC is a social media API aggregation and monitoring company. Headquartered in New York, NY, it provides data from thousands of social media websites via one API. These social media sources includes, but are not limited to Facebook, Twitter, Blogs and Internet forum...
- SysomosSysomosSysomos Inc. is a Toronto-based social media analytics company.The company uses content of social media sites including blogs, forums and Twitter to create a real-time picture on how products, people, and brands are covered in those media sites. Unlike other similar services, it also attempts to...
- VocusVocusVocus is a publicly held company that provides on-demand software for public relations, marketing and communications professionals. Their software provides news monitoring and management, social media monitoring and management, press release distribution and reporting and analytics, and includes...