Category Archives: Foundational

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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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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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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