CHAPTER 4

The “Tail” and the “Dog” in Social Media Measurement

Don’s contribution to the body of knowledge on all things measurement has left its mark, his understanding in social media has helped to shape approaches to measurement in that space, and he was valued by us all not only for his smarts but also his humor, his smile, his company at various events, and in so many other ways—we all have our stories to tell.

—Pauline Draper-Watts, Executive Vice President at Edelman Intelligence, Global Lead—Measurement and Analytics

This chapter includes:

  • The use of social media measurement listening tools in research and measurement

  • Best practices in selecting a social media measurement vendor

  • The planning–selecting–deploying process for social media ...

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