CHAPTER 3

“Puzzles” Versus “Pieces”— Getting the Metrics Right

Don was as an outstanding professional who gave a lot to his firm, and he gave freely of his gifts and his time to AMEC. Without Don, who joined up with Richard Bagnall, we would not have the AMEC social media measurement framework, which is a breakthrough for our industry.

—Barry Leggetter, CEO of the International Association for the Measurement and Evaluation of Communication (AMEC)

This chapter includes:

  • The differences between the “puzzles” and “pieces” in measurement

  • What metrics are solving the “puzzles” versus what are merely calculating the “pieces”

  • The definition and measurement of influence in social media

  • The AMEC Social Media Valid Framework and how it can be applied ...

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