Social Media Week Diary – Part 2

Last night Ella and I went to “Using Data from Social Media to Improve Performance”, an event excellently moderated by Cathy Ma (Head of Social Media, IPC Media).

Peter O’Neill (L3 Analytics), who spoke about the importance of measuring flow between social media and websites, organised the event because he couldn’t see why we would have a social media week with no talks about measurement. Here are a couple of titbits on what the other speakers had to say on social media analytics:

Joshua March – Co-founder/ CEO at Conversocial

Brands often ignore importance of customer service when managing their social media presence. Having a social media expert responding to customer complaints or requests is not enough. Well may they refer a customer to an email address or a phone number, but if a person has chosen to contact you via your Facebook page it is either because they don’t want to email you or because email already hasn’t worked. Put a customer service person (or team) in charge of monitoring your Facebook page or Twitter account, and have a target response time of under an hour.

Josh’s  presentation can be found on the Conversocial blog:

http://www.conversocial.com/blog/entry/key-metrics-for-social-customer-service

Simon Cast – Head of Products at PeerIndex

Simon Cast – who moved from rocket science to influencer algorithms – presented on how brands can use influencers to gain reach in an efficient way. It was questioned how accurate these algorithms can be (something I’ve previously blogged about). He sees a future where algorithms for these tools are made public (as with PageRank), and could be amended for purpose. If this eventuates this could be an exciting step to keep brands in control of who they see as influential by amending these algorithms themselves.

PeerIndex’s website is here:

http://www.peerindex.com/

Christian Howes – Consultant (recently seen on Big Brother)

Pretty proud of having been banned from major betting retailers, Christian Howes showed how social media analysis can help produce predictions for reality TV shows’ winners and losers. From him we can learn that it’s how you present data just as much as using your brain.

This last comment perhaps seems obvious but I think as analysts we can often forget that part of the puzzle. Cathy Ma hit the nail on the head when she described analysts as storytellers. We have so many data sources available but it is up to us to constantly ask what the data is actually telling us.

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