How do you measure something that seemingly cannot be measured? For example, how much do I love this little guy here who answers to the name of Clark:
And how much does this same little guy hate, just hate I tell you, taking a bath:
In both instances, it’s as wide as my arms can go. So how can we analyze it?
That was the question Katie Delahaye Paine, CEO of KDPaine & Partners, and Shonali Burke, Consultant with ABC, sought to answer in the PRSA Session “True Tales from the Social Media Measurement Trenches – Using Research to Learn & Improve Our Programs” – an excellent session bookend by a social media case study on The American Society For Prevention of Cruelty to Animals (See! You were probably thinking I was just showing off pictures of my new puppy!)