Trends Report

Social Media Measurement Proxies That Work

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

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


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.