Category Archive for: Metrics

Are influencers overpaid? A data-driven exploration of influencer metrics

A recent article in Digiday made the bold claim by a marketing executive that influencers are overpaid and generally do not advance business objectives. Let’s examine this claim’s merits. Do influencers matter? Are they overpaid? What are influencers paid to deliver? The first, most important question to answer is what are we buying when we…

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State of Social 1Q 2016: Did Twitter hit the window?

The 140 character social network released its Q1 2016 earnings. Did it hit its targets, or did the little blue bird simply fly face-first into a glass window? Let’s look at the numbers. Growth After a miss in Q4 2015, Twitter’s monthly active users has ticked back up to 1.64% quarter-over-quarter, adding 5 million new…

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Numbers Matter: Measure What You Manage in Social Media

Gary Vaynerchuk wrote recently that numbers don’t matter, only influence does, a way of attempting to explain quality over quantity. The idea that we should focus our efforts on high-quality interaction with our audiences isn’t new, but Gary’s wording of this idea is problematic. Why? After all, it’s hard to argue with quality over quantity,…

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The power of public relations on branded organic search

What’s the most valuable kind of search marketing? Not just organic (unpaid) search, but a very specific kind: branded organic search. Public relations shows its true power when measured, in part, by measuring branded organic search lift. We define branded organic search as searches done by people for your name, brand name, or distinct product…

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What about Snapchat? Part 1 of 2

Edison Research released its 2016 Infinite Dial digital landscape recently, and it’s amazing. If you haven’t downloaded it yet, do so (it’s free). One of the biggest takeaways: what do we do about Snapchat? To give some context, let’s look at the 2015 social network awareness among all ages: We see Facebook, of course, with…

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The Citizen Analyst Manifesto, Part 8: Bring Persistence

In the Japanese martial art I practice, persistence is one of our core values. “Keep going!” exhorts our head teacher. Keep going! Play! His instruction is equally valuable for the Citizen Analyst. Data rarely yields its full value on the first pass, at surface level. Why? Three things make data difficult to analyze, especially in…

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State of Social Media Q4 2015: Twitter Users Decline For First Time Ever

The 140 character social network released its Q4 2015 earnings. The blue bird is not doing well at all. Growth The growth story is the headline: for the first time in recent memory, a major publicly traded social network experienced negative monthly average user growth, quarter-over-quarter: As shown above by the green bars, growth fell…

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Use IBM Watson Analytics for Advanced Social Media Insights

As marketers and communicators, we must always improve our social media results. Our stakeholders want more followers, more engagement, more clicks, and more ROI. Until now, we’ve been saddled with descriptive or diagnostic analytics: at best, we can identify what happened. We haven’t been able to explain why, or determine what to do next to…

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State of Social Media Q4 2015: Less than 25% Active LinkedIn Members

LinkedIn, the former dark horse of social media, has not only grown past Twitter, but is a serious publishing platform in its own right. Let’s see what LinkedIn reported for its Q3 earnings. Growth LinkedIn’s membership continues to grow, passing 400 million registered users: Above, we see sustained 4% quarter over quarter growth, indicating a…

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Don’t Be Outdated: Why It’s Important to Refresh Your Models

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? It means we evaluate our situation honestly, using the most unbiased tools at our disposal. This often means using data about our current market or audience to create a model. A model is simply a substitute…

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