The lack of standardized terms and varying data sets are two big challenges facing marketers looking to measure their social media results, Knowable Research founder Kate Niederhoffer said as part of a South by Southwest Interactive Festival panel. Niederhoffer and her co-panelists discussed how standards used in social science can be used to measure social media's effects. They noted the importance of looking at a marketing campaign's data over time and putting the resulting data in a larger context.
Social science research provides template for social media analysis
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