The Right Way to Measure Social Media


With stories, not spreadsheets.For today’s communications pro, it’s the $64,000 question. When you describe it, your clients roll their eyes. When you report it, you’re lampooned. If you’re honest with yourself, you know that every now and then you fake it.

And yet, the requests for it never stop.

What is “it”? It’s the return on investment (ROI) of social media. After all, if you can’t measure it, you can’t market it.

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Show Me the Stories: How to Measure Social Media


It’s the $64,000 question. Your boss—and her boss—are always asking you for ROI reports. Strangers buttonhole you at parties. Your mom has no idea how to explain what you do for a living. What’s worse, sometimes you feel as if you’re faking it.The question: how do you measure social media? After all, if you can’t measure it, you can’t market it.

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How Many Users Do the Big Social Networks Have?


Every hack authoring an article and every flack penning a proposal has encountered The Question: how many users does this social network have? Sure, you can Google the answers, but then you run into the problem of making sure that your source is authoritative, current, and doesn’t confuse active users (those who log in at least once a month) with total users (your grandmother, who, after signing up, gave up).

Here, then, a new offering from Tech Cocktail: a continuously updated Google Doc that lists the number of active users for the big social networks (see the embedded spreadsheet above or click here).

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