While we’re on the topic of rethinking how we approach metrics, we can’t help but mention this great article on sentiment analysis that Kevin Randall, our Director of Brand Strategy and Research, wrote back in 2008. Sure, turning our attention to metrics like conversation rate, amplification rate and applause rate like Avinash Kaushik recommends could revolutionize the way marketers look at social media measurement. But we think these metrics could be even more powerful when used in conjunction with sentiment analysis, which Kevin delves into in the article. Kevin was inarguably ahead of his time to recognize the importance of sentiment analysis back in 2008. Now that a few years have passed since his article was written, we’d love to know: are you incorporating sentiment analysis into your metrics plan? How else are you measuring the results of your social media efforts?
(Click here to expand)
