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Shel's SAP Interview With Measurement Goddess KD Paine

Shel Israel interviewed Katie Paine for the SAP Global Survey. Katie gave some great insight into social media measurement.


“What is most interesting to me is that measuring social media draws on research methodologies that are decades old. Basic sociological and psychological research techniques that have been around for decades are being dusted off and put to work measuring social media. Jim and Laurie Grunig defined how you measure relationships a decade ago.”


”We’ve gotten very good at teaching computers to understand words, the problems is that they don’t understand the nuances of conversations. Computers still can’t tell the difference between sarcasm and irony.”


“For an enterprise to truly measure its reputation in social media you need a solid mix of human analysts and interpretation with very sophisticated tools.”