Measurements and Motivations — Corporate Social Media Summit Wrap-Up (4 of 4)
“We’ve found no correlation between time of content publication and level of engagement.” Chris Baccus, AT&T’s Executive Director of Digital & Social Media, uses data to drive his social media strategy. But what data? Data collected from social media initiatives is far from “clean.” That’s compounded by disparate views of which metrics should be used to measure social media performance and ROI. After the jump, my last installment reviewing the presentations at Useful Social Media’s Corporate Social Media Summit, I’ll relay more valuable insights from brands at the forefront.
“We’ve found no correlation between time of content publication and level of engagement.”
Chris Baccus, AT&T’s Executive Director of Digital & Social Media, uses data to drive his social media strategy. But what data? Data collected from social media initiatives is far from “clean.” That’s compounded by disparate views of which metrics should be used to measure social media performance and ROI.
In this last installment reviewing some of the presentations at Useful Social Media’s Corporate Social Media Summit, I’ll relay more valuable insights from brands at the forefront.
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Baccus’ tongue-in-cheek formula for social media ROI (see slide 3 of his presentation, also the source of the “begging rat”) characterized the complexity of the conversation around social media measurements.
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