Data tell stories. Metrics Monday is my weekly contribution to share the tools and resources that help us measure and better understand those stories.
With social media tools, such as Twitter and Facebook, we are awash with data. With so many tweets of a cronuts™ or the perfectly poured Guinness (here’s mine!), it’s hard to see the organizational value in the mundane.
Leave it to advertisers, master storytellers, to be able to explain the value in day-to-day tweets and posts. I like how IBM’s bicycle commercial offers a simplistic yet understandable approach about the aggregate value of tweets, and affirms the need for organizations to pay attention to what is being said, not only about their own organizations, but about their others in their space and trends in general. IBM’s ambitious 2014 campaign, by Ogilvy & Mather, ran more than 50 spots during the Masters Golf Tournament (with no duplicates) documenting stories of how organizations benefit from the stories data exposes. (Here’s a 3-minute video that offers an inside glimpse of how they did it.)
So if we are awash in data (and a quick Google search should convince anyone that we are), it should come as no surprise that that the number of tools available to measure data is also growing. Dr. Deen Freelon (@dfreelon) from American University School of Communication has crowdsourced a list of data collection tools for social media and shares it on an open and editable Google doc. Although he admits that he “had visions of lovingly curating it and maybe even making it searchable based on one’s specific research criteria and programming abilities," but the tenure-track priorities got in the way (understandable!)– so it’s still a bit rough, but it’s a great start and a generous gesture to share a list like this so we can all have these tools at our fingertips.
Happy Metrics Monday!