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Sam Gronner
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Excellent post. Tweets and retweets are merely indicators of reach. That's as far as it goes -- like counting clips. The crucial question that practitioners (and informed clients) should ask is whether the PR/social media program influenced behavior. Did it move the needle in a particular direction? The desired effect should be defined prior to execution, along with the appropriate measurement tool. Possible indicators might be 1)call to action (generating visit to website?) 2)attitude tracking (likes) 3) straw polls/surveys. The number of tweets & retweets tells us nothing about behavioral or attitudinal change, absent content analysis.
Toggle Commented Oct 14, 2010 on If a Tweet Falls in the Woods.... at Beyond the Hype
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Jul 12, 2010