Evolution In Source Evaluation: Using Social Media Data [ABSTRACT]
Jinfo Blog

By Emily Wheeler, Samara Omundson

Abstract

Social media tools give companies unprecedented access to the voice of the customer, but are only actionable if there is a consistent means of evaluating the source. Emily Wheeler and Samara Wilson provide real-life examples of how they developed metrics for evaluating the influence of media sources.

Item

Social media tools give companies unprecedented access to the voice of the customer, but are only actionable if there is a consistent means of evaluating the source. Emily Wheeler and Samara Wilson provide real-life examples of how they developed metrics for evaluating the influence of media sources.

What's inside:

Once we completed this preliminary research, we began grouping metrics into categories based on how the data defined or illustrated influence. We ultimately identified five Influence Attributes: Reach, Buzz, Engagement, Content and Audience.

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