Is Your Measurement Broken?
—What are you really measuring?
Most social media monitoring tools aren’t designed for a specific brand; they’re designed for every brand. This distinction imposes limits on their ability to deliver the contextual, personalized analysis brands should look for when evaluating their social performance. Measurement needs to be more than just monitoring; it has to be part of your strategy.
Even a cursory glance at many of the most popular tools –such as Radian6, Sysomos, Lithium– show a focus on volume and activity as metrics for success. If your page, wall, or feed is seeing a flurry of activity, you’re winning. If you have more followers than the other dude, you’re winning. It’s no wonder so many brands focus on volume as a valuable metric for success.