Week 4: Social Media Measurement

Each week a question is asked to the students of Digital Media in Practice – A course in the Ryerson MBA program.  The question relates to assigned readings and focuses on different aspects of digital media.

This week we reviewed Successful Web Analytics Approaches, and Web Analytics 2.0 (which is an awesome book by the way).

How can we measure the success of a social media campaign? What factors do Kaushik and others tell us must be considered when looking at the raw numbers?

Alright, so I am a little behind this week. Something about buying a house or something? I will have something insightful here soon – probably.

For now, my main ideas to think about are:

  • identify what you are going to measure before you start the project – it is easy to get sidetracked once data is coming in
  • large numbers of followers/fans/whatever else mean nothing if they are not actually interested in what information you are putting out, especially if they are not even human! (Im looking at you fake spambot xxx twitter accounts!)
  • have a reference point, something to compare to – how do you know what “good” is?

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