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How to Make Money with Social Media: An Insider’s Guide on Using New and Emerging Media to Grow Your Business by Dr. Reshma Shah, Jamie Turner

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Chapter 22. Step 2: Measuring the Qualitative Data

IN THE PREVIOUS CHAPTER, WE DISCUSSED SOME OF THE TOOLS AND TECHNIQUES YOU NEED TO MAKE QUANTITATIVE MEASUREMENTS IN YOUR SOCIAL MEDIA CAMPAIGN. THESE INCLUDE YOUR NUMBER OF TWITTER FOLLOWERS, THE NUMBER OF COMMENTS ABOUT YOUR BRAND ON INDUSTRY FORUMS, AND YOUR BOUNCE RATE ON YOUR WEB SITE.

All these are important metrics, but they’re just the first step to getting an in-depth and complete understanding of the effectiveness of your campaign. Quantitative data is important, but so is qualitative data.

Using Qualitative Data to Get Insights from Your Customers

What is qualitative data? It’s the data that gives you insight into the emotions, thoughts, or feelings people have surrounding your brand. ...

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