My colleague pointed me to this video about social media measurement.
And, if you have an hour to spare, it’s well worth watching.
I’d never heard of Katie Paine and I read extensively so I’m not sure why she’s never come across my radar before.
From Social Media Breakfast Seattle on YouTube: Katie Paine of KDPaine & Partners, the acclaimed Queen of Measurement … explains why measuring social media is not about impressions or eyeballs but rather listening, engaging, and thinking like the customer. Instead of the platitudes on joining the conversation, measurement is about gauging the bottom line impact of these social conversations.