Analysts love metrics. Specifically, metrics that can be easily selected, tracked and added, which when aggregated provide the raw data resources to create benchmarks and predict how the audience may behave in the future.
To analysts – at first anyway – Social Media seemed God-sent because it allowed direct access to that audience and provided immediate and unfiltered feedback. No longer did we have to run costly focus groups with representative samplings and impose those findings on the whole. We now have access to the entire community and the ability to solicit feedback from the entire group.
Share your thoughts – how do you guage the impact of influence on measurement? Is it even important enough to measure?
by Sam Fiorella
Feed Your Community, Not Your Ego
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