Author Archives: Jeff

Stop Calling it Influence

It’s not difficult to understand why marketers want to measure “influence.” At its most basic level, social media marketing is about consumers talking about your brand online — either positive or negatively — and potentially changing the opinion of someone … Continue reading

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Facebook Quietly Destroys Half the Value of Your Brand Page Overnight

First let me give credit to Geoffrey Colon at Ogilvy for breaking this news over a week ago, though before data had accumulated enough to understand the full impact of what Facebook has done. And let me also say that Facebook … Continue reading

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How to Measure Facebook

Before I get started, I want to make clear that what follows is not a definitive guide to Facebook measurement for all businesses in all contexts. In fact, I feel quite strongly that anyone who claims that they have a … Continue reading

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The Value of a Facebook Fan

One of my least favorite analyses of social data is the “what is the value of X” metric, which pop up from time to time, with X being either a Twitter follower or retweet, a Facebook fan or comment, or … Continue reading

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No More Snake Oil

Almost everything I read about social media measurement (and strategy in general) falls into two categories: Advice or an algorithm that is so basic (and sometimes wrong) that I’m left wondering who exactly the intended audience is, because surely everyone who … Continue reading

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