Category Archives: Social Media Measurement


There’s often a disparity between the metrics that marketers do measure and the metrics they should measure. I suspect most of us have been guilty of this at some point. Your boss (or your clients’ boss) has expectations and these tend to manifest themselves as sales targets. The conversation usually starts with: “did we hit our sales figures this quarter and how can you prove the impact you had on revenue?”

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Last week saw an amusing, engaging, surprising and sometimes shocking interaction between Tesco Mobile, Yorkshire Tea, Jaffa Cakes and other well-known UK brands. At its peak the conversation included big brands like Cadbury’s and Walker’s crisps and became a humorous interaction on the matter of whether Jaffa Cakes are biscuits or cakes, it transcended to […]

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