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There is no cookie cutter approach when it comes to measurement. Best practices are YOUR organization's practices because measurement objectives should originate from business goals. Unfortunately, there is not a magic button that will spit back all the data we seek or glean actionable insights for us. A combination of tools is often used. With that being said, I would not put all social media monitoring tools on the same level. The river of news is only one aspect of our tool. The power of the tool is in the splicing and dicing of the data and real-time engagement within the dashboard. One must feel comfortable with the tool or combination of tools to discover the insights within the data. Use how others have measured opr analyzed data as a guideline for your organization to invest time in a similar practice that aligns with your organization's goals.

Lauren Vargas
Sr. Community Manager at Radian6

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