Social Media and Nonprofits: Measurement
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Chief Marketing Officers See True Value in Social Media

Chief Marketing Officers See True Value in Social Media | Social Media and Nonprofits: Measurement | Scoop.it
From sloanreview.mit.edu - September 21, 2012 1:28 PM

Curated by Beth Kanter

http://www.bethkanter.org


Buzzword:  Social Data


From a survey of 100 CMOs by Bazzarvoice.  Five years ago I used to say that the value of social media was that it was a free focus group to help organizations improve what they're doing.    Now that we have more sophisicated tools for monitoring social conversations and making sense fo the data - and hopefully better skills doing this - here the quantified value.


Some of the survey’s most interesting statistics and findings:
Making predictions: Nearly half of CMOs have used social data to make predictions or forecasts.


Discerning trends: The areas where Chief Marketing Officers believe social data is most effective is in indicating “discernible trends or patterns that may impact the business” (83%) followed by “consumer demographics and/or psychographics” (81%).


Brand awareness: Over 82% of CMOs believe social data has a measurable impact on brand awareness.


Decision making: Over 89% say that social data has influenced their decisions and 21% of those surveyed say social data affects at least one in five decisions they make.


Is your nonprofit making sense of social data?

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Visualizing Connections In Data & Analyzing Information

Visualizing Connections In Data & Analyzing Information | Social Media and Nonprofits: Measurement | Scoop.it
From blog.visual.ly - November 25, 2012 3:56 PM

For many data visualization projects, information comes from a source that has already done some aggregation. This is both a blessing and a curse. Aggregation definitely simplifies the analysis and visualization process, but it can also greatly reduce the visualization and analysis options. This is because aggregation often destroys connections in data. For this reason, it's critical to have an in-depth and thorough knowledge and understanding of the information from aggregated information. There are several different visualization techniques that open up once we have the original data, such as Euler diagrams and parallel sets.


The extra information that can be obtained from visualizations is important to gaining a full understanding of the data, and it can lead to a much more interesting story, as well as far better visualizations and more accurate connections and links within those visualizations.

So, when gathering data about something, remember to dig deeper into it, as there are many important connections that happen within data that can provide knowledge beyond just a simple average or total.


To learn more about the value of these connections, sourcing accurate data, and how it is transformed into useful graphics, read the complete article and check out the case study used to convey the main points outlined above...


Via Lauren Moss
kurakura's comment, November 15, 2012 5:17 AM
the last graph on that page is really useful for understanding the data?
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