For a time it was enough to analyze social media content using an adapted version of our content analysis method we use for traditional media. As social media has evolved, so has our thinking. We recognize that, increasingly, an adaptation of our traditional content analysis method will only be part of the solution. Social media measurement is vastly different and requires a commensurately unique approach. Our view is that social media measurement should: 1. Combine several approaches, and 2. Be flexible enough to account for different objectives and campaign types Contact Ms. Neelima Khanna Email
