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Measuring Success in Social Media for Public Sector Agencies — Is Sentiment Everything?

The Return On Investment (ROI) of a campaign is typically measured from percentage increase in revenue for commercial organizations that provide a tangible product or service to others. In some cases, things are not that simple. Measuring ROI for public sector organizations whose objectives are to promote confidence and garner public support for their initiatives, it can be rather complex. For such organizations, what works is measuring success through traditional methods such as surveys and focus groups that uncover…

3 Ways Marketers Can Use Machine Learning

Segmentation Gain insights on audience segmentation Social media matrix is not something that is foreign to digital marketers. However, with Machine Learning, it is a twist to how marketers could gain insights through audience segmentation. By analyzing social media conversations, brand marketers could detect similar patterns and cluster audience based on psycho-graphic and characteristics such as interest, lifestyle, and attitudes. What this means is that marketers could easily identify which audiences would best match…