Lies, Damn Lies and Social Statistics

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KARIN ROBINSONLies, Damn Lies and Social Statistics:

Why Raw Data Can Tell the Wrong Story and Why that Matters

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#OgilvySMWRembrandt, Self Portrait at Age 63, 1669 © The National Gallery, London

David Wilkie, Young Woman Kneeling at a Prayer Desk, 1813 © The National Gallery, London

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We have to admit that there are major flaws in some of

the most common measures agencies and clients use for

social insight.

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DEMOGRAPHICS

Age, gender and location

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HOW DOES TWITTER KNOW SO MUCH ABOUT YOU? It guesses.


HOW GOOD IS THE ALGORITHM? Not great.



ARE THERE REALLY NO 12 YEAR OLDS ON FACEBOOK?Did you know only .45% of Twitter users disclose their age?

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SENTIMENT


WHAT DOES IT EVEN MEAN?

Can all posts really be considered positive or negative?

Is the sentiment really about your client’s brand?

How can you account for sarcasm, slang and context?

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“Before having children I only knew of Aptamil and SMA from

TV advertising and hated Aptamil's adverts and their claim of being closest to breast milk.”


THERE IS A BETTER WAY


THERE IS A BETTER WAY

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THE VISIBILITY TRAP

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TWITTER ACTIVITY ≠ REAL WORLD POPULARITY


DARK SOCIAL IS DOMINANT

Nearly 2/3 of all social referrals come an unidentifiable source


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SO WHAT SHOULD WE DO?

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BE SCEPTICAL, AND CONSIDER THE CONTEXT

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LOOK AT BEHAVIOUR, NOT JUST DEMOGRAPHICS

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USE 3-DIMENSIONAL DATA

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Social Media

Lies, Damn Lies and Social Statistics