Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Taming the StreamIntegrating and Standardizing Social Analytics

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

About me

Hayes DavisCEO of TweetReachLover of bacon, analytics@hayesdavis

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

What’s on the agenda?

• About measurement

• Generally accepted metrics

• Evolving metrics

• Black box metrics

• Putting it all together

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

About Measurement

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Accuracy vs Precision

• AccuracyMeasurements reflect the True State of the World at the time the measurement was taken

• PrecisionThe same measurements under the same circumstances are consistent

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Accuracy in social media

• In most computer systems larger than a single machine, There is no Truth

• CAP Theorem says: Choose two of Consistency, Availability and Partition Tolerance

• For social networks, consistency gets the axe

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Data collection still matters

• Data collection usually done via APIs

• Some APIs give better data than others:

• Twitter Search excludes certain users and is limited to 1500 tweets over 7 days

• Twitter’s Streaming API provides full coverage in real time if connected 24x7

• Know how your vendor collects data for each channel

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

How to be precise

• Collect data the same way every time

• The channels often change the rules, be aware of these changes

• If you’re relying on vendors for measures, understand any algorithm changes the make

• Measure the same thing repeatedly and watch it trend over time. If there are wild swings, investigate all parts of the “data chain”

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

On to the metrics...

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

A simple framework

AccountCentric

TopicCentric

Owned MediaYour ContentYour Network

Earned MediaAll Content

Whole Network

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Generally Agreed Metrics

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Accepted counting metrics

• “Graph” metrics like Fans/Followers/Friends

• Interactions such as Likes/Retweets/Replies/Comments

• Mention volume

• Clickshttp://muppet.wikia.com/wiki/Count_von_Count

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Some accepted KPIs

• Share of Voice(Your Mentions) / (Industry Mentions)

• Velocity(Volume in a Time Period) / (Length of Time Period)

• Unique Contributors|Participants|

• Conversion Rate(Completed Actions) / (Audience Size)

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Evolving Metrics

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

“You keep using that word. I do not think it means what you think it means.”

- Inigo Montoya

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Same name, different meaning

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Some evolving metrics

• Reach: Size of the potential audience. Sometimes applied to accounts, sometimes to overall conversation. May contain heuristics.

• Amplification: How much is the reach of a message or user being increased by sharing?

• Impact: What effect is a user having on a conversation?

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Black Box Metrics

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Data in, answer out

?

Step 1. Get data

Step 2. ???

Step3. Profit

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Black boxes are valuable...

• Specialized providers

• “Big picture” algorithms

• Immense data collection

• Simplified communication

• Increased efficiency

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

... If everyone believes

$1.00 is worth a soda because we believe it’s worth a soda.

If people lose faith in a black box, it becomes worthless.

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Putting it all together

• Aim for precision with as much accuracy as possible

• Use commonly agreed definitions where possible

• For evolving metrics, pick a definition and stick with it

• Use black box metrics sparingly

• Research the algorithm

• Supplement your analysis, don’t replace

Internet Summit 11Taming the Stream | #tamethestream | @hayesdavis

Questions?

Hayes DavisCEO of TweetReach@hayesdavishayes@appozite.com