Trends Report

Social Media Measurement Proxies That Work

How To Construct And Prove Proxies When You Can't Collect Traditional Metrics

October 11th, 2011
NE
Nate Elliott
With contributors:
David Truog , James McDavid

Summary

Marketers are no good at measuring their social media programs: Most don't even try to collect metrics that match their objectives and as a result they're forced to use measurement proxies that are unproven, imprecise, and often just plain wrong. Measuring your actual objective will always yield the most reliable data — but if limited resources or an uncooperative social network leaves you looking for proxies, it's important to construct, prove, and use those proxies correctly. This report will show you how to build a proxy and uncover the pitfalls you must avoid.

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