22. 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 things such as the number of Twitter followers, the number of website comments, and even the bounce rate on your website.

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.

What is qualitative data? It’s the data that gives you an understanding of the emotions, thoughts, or feelings people have surrounding your products and services. You can gain a lot of insight into your brand and how people ...

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