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SXSW Interactive 2013

How Big Brands Really Use Social Media Metrics

Every communications professional working for a brand faces the question of how to use social media metrics. More than ever before, data is readily available in a field without a history of solid, applicable measurements. But what to do with all that data? And how to determine what is relevant? We’ve brought together three long-time social media managers at major brands in very different industries to share their insight and experience in identifying useful measurements, gleaning real analysis from the data, and adjusting their social engagement strategy accordingly. Stephanie Schierholz, social media manager at aerospace and defense company Raytheon and first social media manager at NASA Headquarters; Jessica Berlin, social media manager at American Eagle Outfitters, and Nisha Chittal, social media manager at the Travel Channel, will share real examples while data geek Doug Bonarrigo, Raytheon’s manager of Digital Media, moderates.

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  1. What kind of social media metrics and measurements are big brands actually using in day-to-day operations?
  2. How have social media managers at brands adjusted their engagement strategy based on social media metrics and measurements?
  3. What metrics and measurements do social media managers find most compelling with executives?
  4. What are social media manager’s favorite (or least favorite) tools for social media metrics and measurement?
  5. Beyond metrics, what do social media managers find most useful for informing social engagement strategy?



Stephanie Schierholz, Social Media Manager, Raytheon

Meta Information:

  • Event: Interactive
  • Format: Panel
  • Track: Social and Relationships
  • Level: Advanced
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