Social media monitoring is a complete waste of resources. Total waste of money, time and understanding. Yep. You know why? I’m guessing by now you’re either really intrigued or really angry. Hopefully both. Social media monitoring is completely useless without context or clear outputs. What are outputs? Your next steps once you capture something. What [...]
Measurement is something I love writing about – web measurement in particular, but I also like rulers and sextants. (And they said I’d never get the word ‘sextant’ into a blog post! I’ll show them!!!) Anyway, while I was away I finished reading Nassim Nicholas Taleb’s Fooled By Randomness and in the final few pages [...]
Sentiment analysis is, for me, one of the most annoying phrases in the world (as you may have seen me tweet to Matt the other day). Whenever I hear someone mention it I picture two guys in cheap suits speaking to a group of board members at a big brand explaining complicated graphs and pointing [...]
Social media ROI is a contentious issue. Everyone argues with each other. No one gets any wiser. The client ends up thinking you’re pulling the wool over their eyes. Bad times. This basically means that a lot of ‘digital consultants’ try and find new ways of measuring effectiveness of online activity. Page views, bounce rate, [...]
OK, so everyone thinks that they’ve nailed the art of measuring emerging media. No one has. And personally, I don’t think that anyone ever will. If I suggested you read the Hunter S. Thompson biography written by Johnny Depp, and we’re pretty good friends, would you calculate how likely that is to happen on a [...]
Over the last few months I’ve seen that ‘evaluation’ of the effectiveness of public relations has always been a sticky issue. I’m yet to stumble across a single method of effective measurement, but yet I face a constant battle to explain how effective my work can be for my company as a whole. Public relations [...]