Social Media 2010 – Wow, This Is Hard
From time to time our founder Brian Roy shares his observations about the state of Social Media, Social Media Analytics, tools and best practices (and any number of other topics) – and we share them here.
It is true of any “great new thing” – our initial estimate of the work required is drastically underestimated. There are a litany of examples:
- CRM
- ERP
- Service Oriented Architecture
- Outsourcing (particularly off-shore)
- Online Self-Service
- …
Now, finally, we can add Social Media to that list. There have been The MarketingProfs report The State Of Social Media Marketing – including one by Brian Solis that is particularly compelling.
In 2010, executives will measure ROI and the direct impact of social media marketing on the P&L. In order to do so, management will experience three phases.
The first will reveal that measuring social media marketing, as practiced to date, is essentially meaningless. …
Second, management will grasp the true cost of social media. In 2010, social media will cease to be free. …
Third, as the entire organization socializes affected departments, strategists will embrace a holistic and informed approach to engagement. …
I’m hard pressed to disagree with any of that. As a matter of fact, I’d actually like to expand on it in three ways:
First, in 2010 executives will measure ROI and the direct impact of social media efforts in multiple organizations. This means marketing will become just one organization using Social Media to improve practices, processes and ultimately the end to end customer experience a brand provides. We will see internal focus shift from “who is paying attention and responding to this” to “who is analyzing, interpreting and acting on this”.
Second, social media metrics and measurement will be highly individualized to the culture, strengths and temperament of the company. And this is as it should be. Intuit is very different than EA – and given that it is vital that the outcomes they pursue and the metrics they measure should be unique to them and the unique demographics of their target markets.
Third, management will begin to see social media as an enterprise wide activity funded at the enterprise level. No longer will social media be a line item on a PR or marketing budget. Multiple organizations will have social media initiatives, tool requirements and staff engaged in social media activities. Support for these activities will begin to be centralized (TIP: Look out IT – 2011 will be the year IT will have to deliver enterprise Social Media integration).
Brian Solis comes to this conclusion:
As a result, social media marketers will shred the cookie-cutter manual and expand the focus based on real world activity. This is social media marketing with a purpose.
I’d offer this slightly broadened version:
Social media will develop from a niche marketing/PR activity into a full blown enterprise solution. As with most enterprise solutions (CRM/ERP) the implementation will be highly customized to the objectives, culture and target market of the company. The solution will be required to achieve real, tangible outcomes measurable in terms of existing business metrics (e.g., revenue, sales, costs, etc).
Yep, Social Media for Business is going to be hard. There will be a lot of work making the promises a reality. It won’t transform your company overnight, but it can transform your ability to better tune your business to your target market – and by doing so grow your market share. The question is, how bad do you want it?
Join Us at Social Media AZ
This year we are sponsoring SMAZ – Arizona’s premier Social Media event for businesses. The event is being held in Downtown Tempe at the MadCap Theatre. Fred VonGraf – the events organizer – has put together a phenomenal list of speakers and panels which will make this event a must attend if you are interested in using Social Media in your business.
I know, times are tough and you’ve got to be smart about how you spend your limited capital. So if you register using the code “justsignal” you will receive 45% off the standard rate.
We are sponsoring SMAZ this year and will be providing some justSignal services to the event, you can check them out here:
Participate in the SMAZ conversation on your Mobile Device: http://justsignal.com/smaz/mobile
Check ou the SMAZ buzz: http://justsignal.com/smaz2010
I look forward to seeing you there.
Monitoring Isn’t Enough – TeamConan
When you market reacts badly to something you’ve done, it is because you should have known not to do it in the first place.
It is just that simple.
That is why Monitoring isn’t enough – it may be for your PR agency, but not when you are running a business.
We helped the New York Times track the TeamConan meme on social media, but honestly, I’d rather have helped NBC engage the market before they started making decisions. Imagine the press we would have seen if NBC had found a creative way to have an open conversation with the market around one simple question “what should we do with late night”.
So, let’s assume NBC has been monitoring – what is the upside now? How do you put the genie back in the bottle?
This is where monitoring fails. All the alerts, charts, graphs and data visualizations in the world can’t undo your bad decisions.
So, let me propose a radical solution – use justSignal, not at your PR agency, not just in your marketing department, but as a tool to make the voice of the market an important part of every decision you make. Take the data and build it into your product management, customer service, marketing, and billing decisions. Where you don’t have the data – engage the market. Ask them what you want to know – start a conversation and make a better decision.
You might say, “but I’m not NBC – my company will never be a trending topic on Twitter no matter how bad a decision we make” – and you are probably right. The thing is, companies rarely go out of business because of one bad decision – they usually go out of business because they make hundreds of them – every year – decisions that move their product or service farther and farther away from what the market wants.
Great companies own their markets because they make better decisions, consistently. Decisions better tuned to the needs of their target market. Starting today, you can have the information at the tips of your fingers. You can have real insight into the needs of your target market – and the ability to engage them in an open conversation about how you can help. Sounds good, right?
A Simple Prescription for Social Media ROI
From time to time our founder Brian Roy shares his observations about the state of Social Media, Social Media Analytics, tools and best practices (and any number of other topics) – and we share them here.
The consensus seems to be that creating an ROI for Social Media is hard. I’d like to suggest that it isn’t.
Formulating an ROI is a very simple formula – and until someone can rationally explain why Social Media is different I’ll get out my cookbook.
- Define the desired outcome (e.g., increase conversion rate by 3%).
- Define the specific actions that will be taken (e.g., offer specials via blog, Twitter and Facebook with specific landing pages).
- Define the metrics and measures that will be used to determine if the actions taken were the proximate cause of the result.
- Perform the actions and analyze the metrics and measures.
- Determine cost of actions and the value of the resultant change in the outcome.
The flaw in most approaches to Social Media ROI happens on the very first step. If you can’t assign real value to the desired outcome you can’t create an ROI. A perfect example is “We’d like to double our followers on Twitter and fans on Facebook”. Some people will call this a “soft ROI” – which is simply another way of saying that the desired outcome can not be assigned a real value, but affects another metric that can. The relationship between the desired outcome (more followers/fans) and the real value metric (sales) is usually highly theoretical – our just plain wishful thinking. If you believe more followers or fans equates to higher sales – say so. Design your ROI experiment and prove it.
The other flaw is in step 3. Failing to adequately define the input metrics (the metrics that are the proximate cause of the change in outcome) leads to an ROI that does not bear scrutiny. Examples of poorly defined input metrics are:
- Increase our Social Media Presence
- Get more engagement
- Have better sentiment about our brand
- Be influential in our space
Avoid those two traps and you’ll be well on your way. But there is one mistake I see more than any other:
Stop trying to create a “pure” or “standalone” Social Media ROI!!
Another way to put this – in terms of our recipe above – is:
If your desired outcome is a Social Media metric or measure – think again.
I’ll end the suspense for you right now, it doesn’t exist. The only way to ROI a Social Media effort is by showing that your Social Media effort is the proximate cause of a change in a fundamental business metric (e.g., sales, conversion rate, leads generated, churn, etc).
CRM is a great example of this – I was involved in dozens of large footprint CRM deployments. Well over half of those were done based on a solid ROI – but it had nothing to do with customers. The ROI was based purely on cost savings in IT. Do I believe those deployments had other benefits which were harder to measure and quantify? Sure. But the way to prove the investment had a return was to focus on what was proven, repeatable and tangible.
I think Social Media is much easier to ROI than CRM was. I don’t think we will end up creating ROI based on savings in IT. I am, however, certain that the ROI will have to point to real dollars saved or real dollars generated.
I’m convinced that when you focus on determining which Social Media metrics are the proximate cause of change in core business metrics you’ll find an ROI – and I’m betting it will be both larger and more diverse than you would have predicted.
Let’s Get Serious – Social Media ROI
From time to time our founder Brian Roy shares his observations about the state of Social Media, Social Media Analytics, tools and best practices (and any number of other topics) – and we share them here.
I’m honestly heartened by the sudden rash of efforts to create a methodology to determine ROI (return on investment) for Social Media efforts. It signals something very important for Social Media – the return of rationality to the debate.
When you consider that a few short months ago the prevailing meme was that creating a basis for your Social Media efforts in terms of ROI was “doing it wrong” – it is impressive how far we’ve come. The realization that moral arguments and scare tactics will only get you so far – and in many cases backfire – has led to an overwhelming need to create an ROI model.
Unfortunately many of these efforts are not really after ROI – they are seeking to justify an already formed point of view.
The reality is we simply don’t know if Social Media has a analytical, fact based ROI. That may sound odd coming from a guy who has bet his personal savings starting a Social Media Engagement and Analytics company – so let me explain both why the ROI hasn’t been proven and why I’m betting it will be.
Social Media is a Niche Opportunity – Today
If you want to know why there is no fact based proven ROI for Social Media investments today, all you need to understand is that Social Media has been adopted in niches. It may be in the Marketing department, or used by your Digital Agency, or perhaps in your Customer Service department. Each of these adoptions was driven out of fear (we have to monitor this and deal with the negative) or the moral (we love our customers – so we are going to do this). The investment was negligible – and in most cases I’d bet it was funded right out of the operating budget of the organization where it was used.
These organizations are beginning to declare victory and are being challenged to prove it. This presents unique challenges, because Social Media runs on anecdotes, not analysis. Dell sells 3 million in product from Dell Outlet after offering those products on Twitter. That is a great anecdote – but it isn’t analysis. When you ask the critical questions:
- What would you have sold without Twitter?
- Was that a 3MM increase in sales – or just 3MM net sales from those links?
- How much did it cost to generate the 3MM in sales and how does that compare to email?
- Is this repeatable – can it be replicated in other parts of the business – and how do you know?
you quickly find that the anecdote doesn’t equate to ROI. It might… but it isn’t there yet.
These types of anecdotes are justifications. They are about proving the correctness of an already made assumption.
I’ve seen this movie before – it exactly parallels the pattern for CRM in the late 1990′s.
NOTE: For simplicity I’ve omitted the case where a technology/methodology has a niche ROI without broader adoption.
We are squarely in the middle of the justification phase for Social Media. This roughly corresponds to the height of the expectations (the big peak on the Gartner Magic Quadrant) and always directly precedes the Trough of Disillusionment. This is a recognizable and predictable pattern for adoption of new technologies and methodologies – and here is why.
The initial opportunity is too good to stay on the sidelines for some early adopter group. They – almost always within existing operating budgets and using the promise as a bulwark defense – adopt the technology/methodology. Once they believe they have seen tangible results they attempt to socialize the “win” outside the organization by creating justifications for what they’ve already done. These justifications bring broader scrutiny.
That scrutiny happens in two phases:
- Was it worth it?
- Can it be done systemically – can I forecast a x% increase in metric z if I do this again.
The second is ROI. A systemic way of proving that adoption generates a return. If, and only if, that can be proven will the technology escape the niche application and be applied on a broad scale.
Why does it work this way – because enterprises are first and foremost risk management systems. They systemically avoid large risks.
Why Will Social Media Attain Broad Adoption
The primary reasons I believe Social Media will in fact generate a valid ROI and attain broad adoption:
- It is measurable.
- The unrecognized value far exceeds the recognized value.
Measurability
As you might imagine, it is very difficult to justify and create a systemic ROI for something that is exceptionally difficult to measure. Social Media is – in contrast – eminently measurable. Rational decisions must be made about what to measure – and we need more focus on connecting those measures to the core business metrics – but there is no fundamental barrier to creating valuable measures.
The Value Proposition
Today, we’ve put all our Social Media eggs in the PR/Marketing basket. Even the small amount of credibility given to customer service via Social Media has been driven by the (C-Level Down) idea that customer service should “avert disasters” by monitoring Social Media and addressing customer issues. Make no mistake, this is customer service acting in a PR role – the goal isn’t to provide service so much as to avoid negative perceptions.
However, if you take one large step back and think about the opportunity Social Media presents – you can quickly see that the value proposition is in having a huge, open back channel to your market. We’ve had channels to our customers, and sometimes even our prospects – but this is bigger. It is the entire market for your product or service. You get to listen in on what they have to say about what they want and need. You can engage them to better understand their motivations. You can apply what you learn to create incremental improvements in every phase of your business.
Yes, you can send out special offers. Yes, you can address customer concerns. But the real return will come from having a robust back channel with your entire market; and the resulting market intelligence can – if you apply it – help you make every part of your business more appealing to your target market.
So let’s get serious about ROI. Let’s talk about how companies operate and win by continually tuning their processes to better address the needs of their target market. Let’s talk about how Social Media provides them a back channel to that market, a back channel that is an invaluable source of intelligence about the market.
Let’s talk about how a business that applies the intelligence gained via Social Media to all of their decision making processes is faster and more agile in addressing the needs of their market – and thereby wins market share.
SignalLinks Metadata – More Signal in our API
Late last week we announced that our newest analytic – SignalLinks – had left beta and was rolled out to all justSignal accounts. You can learn more about the SignalLinks analytic here.
Today we wanted to let you know that we’ve added the metadata for SignalLinks to our API.
We generate tons of metadata – or data about the Social Media content we collect – to facilitate our analytics and because we dig statistical analysis. Much of the metadata we generate never appears in our base analytics.
One of the key features of justSignal is our commitment to actually implementing an open data policy. Our open data policy isn’t a paragraph in our Terms of Service, or a vague statement on our site – it is something we consistently implement.
In accordance with that principal we publish every scrap of metadata we generate via our API services. SignalLinks is an excellent example. When we designed the metadata generation for SignalLinks we designed for two key views:
- Links – Volume data about specific links (how many times was it mentioned).
- Users – Who is mentioning which links, how often, etc.
The user view has not yet been released as an analytic. When we designed the SignalLinks analytic we realized that the Links view contained so much information that it didn’t make sense to try to cram in Users view – we thought it would be too much and, frankly, a little confusing.
But just because we aren’t using it right now doesn’t mean you shouldn’t be able to you.
The API release today includes both the Links and Users views – every scrap of metadata we are generating.
SignalLinks – Links View
The Links View contains two sets of information:
- The top (up to) 100 mentioned links
- Number of Mentions
- Date (month, day, year)
- Original URL (probably shortened)
- End URL (The actual destination URL)
- Domain (The domain the URL points to i.e., google.com)
- Links Summary – a summary of the data for all mentioned links.
- Date (month, day, year)
- Total number of mentions (content containing a link)
- Number of distinct links found.
- Mean number of mentions
- Median number of mentions
- Standard Deviation number of mentions
SignalLinks – User View
The User View contains the same two information sets, but organized around the user mentioning the link (not the link itself).
- The top (up to) 100 users posting links (by number of links posted)
- Number of times the user mentioned the link.
- Date (month, day, year)
- Original URL (probably shortened)
- End URL (The actual destination URL)
- Domain (The domain the URL points to i.e., google.com)
- User
- Links Summary – a summary of the data for all mentioned links.
- Date (month, day, year)
- Total number of mentions (content containing a link)
- Number of users who mentioned a link.
- Mean number of times a user mentioned a link.
- Median number of times a user mentioned a link.
- Standard Deviation number of times a user mentioned a link.
This is a powerful dataset for analyzing the links found in your Signal. Combining this with information you probably already have (metrics measuring the number of hits on specific landing pages, conversion rates on landing pages, etc) will give you a powerful tool to understand how much the appearance of those links on Social Media sites drives both traffic and conversion.
Social Media’s Big Problem – Marketers
From time to time our founder Brian Roy shares his observations about the state of Social Media, Social Media Analytics, tools and best practices (and any number of other topics) – and we share them here. These posts are Brian’s opinions, not the position of justSignal. That being said, Brian IS justSignal… so draw your own conclusions.
I hate to say it, but Social Media (and Twitter in particular) has a big problem… and that big problem is marketers.
I know, I know, marketers made Social Media – and setting aside weather or not that is true, let’s focus on the facts.
- Nearly any relatively popular topic is quickly overrun with marketers trying to get their message into your stream.
- The line between spam and marketing is non-exisitent in Social Media.
- Any analytical analysis of a topic is becoming more and more difficult as the topic gets filled with marketing.
- Traditional marketing approaches work in Social Media… get your message/link in front of enough eyeballs and some percentage will click.
Case in point. I own a Social Media solutions company – justSignal – and we have a Signal set up to track everything people say is “great” (via a variety of term searches and exclusions using our proprietary filtering mechanism) on Twitter. We’ve just released our SignalLinks Analytic in beta (you can learn more about SignalLinks here). So today I decided to look at SignalLinks for our everything great on Twitter Signal.
The results were disappointing to put it mildly. There is no authentic user voice in this data… only marketing and/or spam (you find the line there).
Here are the most mentioned links over the last 30 days:
|
Mentions |
URL |
Domain |
|
33511 |
http://www.tweeterspeed.com/ |
www.tweeterspeed.com |
|
12098 |
http://www.twtfast.info/ |
www.twtfast.info |
|
6818 |
http://tinify.net/5 |
tinify.net |
|
5641 |
http://twtexpress.info/ |
twtexpress.info |
|
5394 |
http://www.twitpwr.com/abuse.php |
www.twitpwr.com |
|
5032 |
http://twittfollow.com |
twittfollow.com |
|
3572 |
http://www.tweeterleaders.info |
www.tweeterleaders.info |
|
2904 |
http://followquick.info/ |
followquick.info |
|
2484 |
http://www.prankdial.com/fclicks/fclick.php?3 |
www.prankdial.com |
|
2212 |
http://WWW.TWEETERSPEEDY.COM |
WWW.TWEETERSPEEDY.COM |
|
2085 |
http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=304863000&mt=8 |
phobos.apple.com |
|
1632 |
www.twtmax.com |
|
|
1136 |
http://followersquick.info |
followersquick.info |
|
582 |
http://pollpigeon.com/what-did-you-think-of-adam-lamberts-ama-performance/t/79281/ |
pollpigeon.com |
|
349 |
http://pollpigeon.com/did-you-see-new-moonhow-did-you-like-it/t/79376/ |
pollpigeon.com |
|
346 |
http://4url.cc/1MM |
4url.cc |
|
306 |
http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=305659257&mt=8 |
itunes.apple.com |
|
298 |
http://pollpigeon.com/do-you-like-emily-osment/t/75437/ |
pollpigeon.com |
|
248 |
http://boxcar.io |
boxcar.io |
|
160 |
http://www.nutritionaladvantageia.com/signup/ |
www.nutritionaladvantageia.com |
Let me make one thing perfectly clear – I belive that Social Media provides the best opportunity for opt-in targeted marketing. But when the Signal is so clogged with marketing and/or spam that adds zero value the only effect will be user apathy.
From a development/partner point of view, some of Twitter’s actions to “curate” seem rather annoying – but from an end user’s point of view they are doing exactly what they need to do. After all, at some point Twitter will launch their business model, and the two best bets are:
a) Targeted opt-in Ads
b) Analytics
Both of those revenue paths are put in serious jeopardy if users become apathetic because their Signal if full of marketing noise.
SignalLinks – Tracking the Link Buzz in your Signal
Today we’ve released – in beta, to a limited number of justSignal customers – our newest Signal Analytic, SignalLinks.
SignalLinks gives you detailed information about which links we find in your Signal, how often they are mentioned and which domains are mentioned the most. This information is provided for yesterday and the total for the previous 30 days.
Maybe most importantly we provide a graph of the number of link mentions versus the total number of unique links found.
This simple graph tells you the level of link “BUZZ” generated on any given day. The further apart the two lines get, the more likely it is that a small number of links are being mentioned repeatedly. In this example see 21-Nov:
The divergence of the lines tells you there was buzz around a small number of links being mentioned very often. The greater the separation the more “link buzz” there was.
Looking at the data we find that the link http://my.barackobama.com/tweetyoursenator-bitly/?source=101 was mentioned 1,808 times. The next closest link was mentioned less than 1/4 as much.
Link Reporting:
The report includes the most mentioned links for the previous day:
And the last 30 days:
Domain Reporting:
The report includes the most mentioned domains for the previous day:
And the last 30 days:
This information paired with our SignalMeter, SignalDensity and User Activity analytics provide you a comprehensive view of the activity for your Signal.
If you are not on the beta customer list for the SignalLink you should expect to start seeing SignalLinks delivered to your Inbox in the next 2 weeks. If you haven’t signed up for justSignal yet – get yours today.
As always if you have any questions just let us know.
Let’s Talk About Open
It is a simple philosophy really, you pay us to collect user generated content (or Social Media if you prefer) provide you analytics and engagement tools – you own the data.
Every company talks about open and data portability, we actually deliver.
How? We offer you two API levels of service that allow you to get all of the the data we collect – and the metadata we generate – out of justSignal. Maybe you want to feed it into your own Analytics solution… maybe you want to combine it with your marketing and sales data… maybe you just want to store it as a historical record. It doesn’t mater to us why, because it is your data.
So, what is actually in this data – because the devil is always in the details right?
There are two basic types of data you get from our Digest and Real Time API’s:
- Content
- Metadata
Content
The content section of the data is every element we collect from the underlying services. For example, for Twitter we pass along to you every single field we get from the Twitter Search API. It is all the content, every field. The same holds true for every service we collect from (Twitter, Blog Search, Backtype, Flickr, and YouTube).
When we add new services (more on that later) they will appear in the content section of the API.
Metadata
As we collect data from the services we examine the data for certain useful pieces of information. For example, we determine which of the terms in your filter were matched for that piece of content – which we use to generate your weekly SignalDensity report:
The following metadata types are currently included:
Content Term
The terms (or keywords) from your filter that were in the content.
Daily Volume Summary
The number of pieces of content we collected by service. Includes the total volume, number of unique users posting, average per user, median per user and standard deviation per user. For Example:
- Date: 2009-10-22
- Total Tweets: 685
- Number of Users: 565
- Average Tweets Per User: 1.21239
- Median Tweets Per User: 1
- Standard Deviation Tweets Per User: 0.89176
This information is generated for every service we collect from.
Daily Top 100 Users by Service
Every day we generate the top 100 users (by volume) for each service we collect from. Included in this data is the User information (user name and link to the user page if available) and number of pieces of content (tweets/blog posts/etc).
Tweet Links
We extract links from the Tweets we collect and generate information about that link. The information includes both the original link (likely shortened), the resolved link (what the shortened link actually points to), the domain of the resolved link, and a wealth of information about the HTTP transaction. For Example:
- Original URL: http://bit.ly/Fle3y
- Resolved URL: http://www.tweetmyjobs.com/jobpostings/2189294?src=1
- Domain: www.tweetmyjobs.com
- HTTP Transaction information including, HTTP Code, Transfer Time, Redirect Count, Content Type, etc
If you’d like a sample of the XML output of the API you can download one here.
As we continue to add services and create new and interesting sets of metadata they will appear in these APIs.
At justSignal we believe you can talk about open, or you can just do it. Our commitment to you is that your data is yours, you will always have the ability to extract it from our service and do with it what you will.
How’s that for open?
If you have any questions please let me know.
TweetsForBoobs – How justSignal Helped Make it Happen
Sometimes the best way to illustrate how justSignal can accelerate your strategy is by providing concrete examples of how others have accelerated theirs.
TweetsForBoobs is raising money for the Susan G. Komen foundation by encouraging folks to tweet the #tweetsforboobs hash tag on Twitter. It is the brain child of Chase Granberry and Josh Strebel – justSignal (and I for that matter) claim no credit for the idea or it’s successful execution.
In the interest of full disclosure, we did donate justSignal to TweetsForBoobs.
TweetsForBoobs needed four things in order to complete their vision.
- A way to capture Tweets about the site and with the hashtag
- The ability to put those Tweets on the site in real time.
- A way to count how many times a Twitter User used the hashtag.
- A way to measure the effectiveness of their efforts.
justSignal, because we focus on the complete Social Media Lifecycle, was uniquely suited to get them there – fast.
TweetsForBoobs was able to create a Signal that pulled in the content they were interested in. They were also able to – using our Exclusion Engine – remove spam and re-tweet bots from their Signal.
In order to create an engaging user experience on the site TweetsForBoobs dropped in and customized our real-time Twitter widget.
Using our API service, TweetsForBoobs was able to pull in all mentions of the hashtag and the site in near real-time. This enabled them to count how many times each user tweeted the hash tag and update the site with current pledge totals.
Finally, TweetsForBoobs wanted to have some information (analysis) that gave them some indication of how the campaign was going. Since every Signal comes with our SignalReports (SignalMeter, SignalDensity and User Activity) they had basic who, when, and how much information.
That is execution of the complete Social Media Lifecycle enabled by justSignal.
- Signal – Getting the #tweetsforboobs content.
- Engagement – Using our Widgets to put the content on the site, and using the API to create site specific information.
- Analytics – Using our SignalReports to gauge the effectiveness of the effort.
What makes TweetsForBoobs even more interesting is that they clearly show the benefit of our approach to data and analytics. When Chase wanted to understand the “Reach” of the hashtag he wasn’t confined by the data we provide “out of the box”.
The data is yours, when you have a question we don’t answer – because it is the really, really important kind, those specific to your business, company, product or service – you have access to the entire data set and the unfettered ability to mine out what is important to you.
You can read Chase’s excellent summary of the data and his thoughts on justSignal at the Authority Labs Blog.
What about action?
That is where you come in… head over to TweetsForBoobs or just grab your favorite Twitter client and send a tweet with #tweetsforboobs in it. Every time you do you pledge $1.00 to the Susan G. Komen foundation.
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