One Reply to “Measuring social media is easy, evaluating it is difficult”

  1. We have certainly found this to be true. The quantity of comment is part of it, but of course, there is often huge value in the detail, and that detail has to be found read and understood.

    Tools help in that they will bring together comments on brands that have the same topic driving the sentiment, so an analyst is able to draw some conclusions at a macro level, but they are not the universal solution.

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