digital and social media | March 13, 2014

Alexandra Samuel at SXSW: What Social Media Analytics Can't Tell You

Social media speaker Alexandra Samuel appeared at South by Southwest Interactive last week. The audience for her panel, What Social Media Analytics Can't Tell You, was packed—and the takeaways were significant. In a pre-interview with Marketing Magazine, Samuel, who is the Vice President of Social Media at Vision Critical, gave a preview of the session and explained why social media analytics can be lacking:

“The problem is that when you rely on social media monitoring to tell you what your social media audience cares about, you’re actually hearing from only a slice of that audience, and it’s a slice that does not represent your overall social media users well,” she said. “You end up with a social media marketing strategy that skews towards what sharers are interested in.” Instead, social media analytics need context from other sources like in-store data, transaction history, or polls. “I think this represents the future of how people will use social media data," said Samuel, "which is by contextualizing it and not just with two separate data sets, but by integrating two types of data together.”

To find out more, check out the slides from the panel.

In illuminating talks, Samuel draws on her groundbreaking work at research tech leader Vision Critical to challenge the conventional wisdom on what social media analytics can tell you. She offers a new framework for thinking about big data and how organizations should be collecting and using it. To book Alexandra Samuel as a speaker for your next event, contact The Lavin Agency.

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