Chapter 8

Measuring Success in Social Media: An Information Strategy in a Data Obese World

Jeremy P. Floyd

Learning Objectives

In this chapter, we cover:

  • The purpose of your engagement.
  • The method of measurement.
  • The tools to analyze the results considering the purpose-driven goals.

A helpful Digital Marketing & Measurement spreadsheet is provided. Along the way, we will be populating the sheet through a series of four exercises.


Every day hundreds of gigabytes of tracking data are generated. Under perfect circumstances, every interaction, link, like, and mention are trackable; but knowing what to track and how to report it are critical to “knowing” results. Moore’s law’s impact on data means that the world’s data is doubling ...

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