I’ve spent years measuring people’s interactions with web content. Web analytics is how I saved a number of companies a good number of dollars. Social media is more behavior based. It actually gets scary-cool when we started talking about psychographic measurements: the attitudes, opinions and values of users (in my case, on an aggregate basis).
I’m also a fan of starting with business goals and working down – not starting at social media and working up. So, much to the surprise of the 200 some-odd people in the room, I crowdsourced measurement methods.
Check it out in my MediaBullseye.com column.