Ahhh, measurement. This is probably the social media topic that I get asked about the most, and understandably so since it's a tricky one. There are many issues that make determining social media ROI a challenge. A big one is the accuracy of the data. As those who've tried to measure Twitter engagement know, determining accurate user metrics is nearly impossible since Twitter itself only offers access to its API to developers, and only large-scale developers (think Google, Yahoo and Microsoft), as well as a select group of smaller companies, actually have access to the raw data.
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Topics: evaluation, PR, Twitter, measurement, goals