Social media's ROI: An open model for social measurement
Neil MajorYomego
Media measurement models need to be open, not secret, to be successful. Neil Major, at social media agency Yomego, discusses a collaborative approach to measuring social media and calls on the industry to join in.
You don't have to look deep into many media measurement models to find assumptions that don't stand up to scrutiny. Do research panels accurately measure real-world behaviour? Does advertising equivalent value point to a propensity to purchase? Does the RAJAR diary system represent the radio-listening habits of the rest of the population?
The...