sxsw-panelpicker-logo

Voting period for this idea type has passed

Measuring Social: The Inchworm & The Nightingale

In an old fable, a nightingale issues a challenge to an inchworm to measure her song- to prevent being eaten. Fearful, the worm tricks the bird into singing while he inches away.
Sound familiar? When marketers ask for what at the surface appear to be complex concepts, like engaged fans, measurers run!
Given the tidy unit inherent to the worm, a simple solution could have been to measure the ground for the length of the song. Social and personality psychologists have been doing things like this for many years and have developed methods of overcoming the exact challenges marketers are grappling with today.
They’ve developed common coins to help draw general conclusions and means of going beyond standard assessments with more innovative methodologies to capture different levels of behavior.
We will present several basic lessons from social and personality psychology that marketers and social media analysts can learn to improve the integrity and trustworthiness of their findings.

Additional Supporting Materials

Questions

  1. What simple lessons can we learn from psychological research to apply to measuring new media?
  2. How would a social/personality psychologist create a proxy for a traditional marketing metric in social media?
  3. What are some basic measurement criteria to help evaluate new methods for social media analysis?
  4. What are some examples of where this type of analysis/ lessons have been applied to real business problems?
  5. Are subjective measures-- or any that involve human judgment less reliable than objective, quantitative data?

Speakers

Organizer

Kate Niederhoffer, Founder, Knowable Research


Add Comments

comments powered by Disqus

SXSW reserves the right to restrict access to or availability of comments related to PanelPicker proposals that it considers objectionable.


Show me another

SXSW 2016 is sponsored by:

Esurance Logo Mazda Logo Monster Energy Logo CapitalOne logo Austin Chronicle Logo