Social Media Measurement

@article{Murdough2009SocialMM,
  title={Social Media Measurement},
  author={Chris Murdough},
  journal={Journal of Interactive Advertising},
  year={2009},
  volume={10},
  pages={94 - 99}
}
  • Chris Murdough
  • Published 1 September 2009
  • Business
  • Journal of Interactive Advertising
Social media measurement is quite immature, just as Web analytics was back in the mid-1990s. It will evolve quickly as marketers attempt different approaches and hold enterprise measurement firms accountable to help make sense of all the activity data generated by social media interactions. In turn, social media can seem very challenging, and at times even impossible, to measure with regard to its effects. At its core, digital measurement is contingent on controlling the customer experience and… 
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