We’ve all been there. Your company or client has just completed a product launch. There seemed to be a lot of people talking about it on Twitter, so back slaps and fist bumps abound. And then the inevitable happens: your boss wants to see Twitter metrics and results – with charts – on the success of the program by the end of the day. Gulp.
It’s typically been a challenge to say exactly what kind of influence or reach your campaign generated on Twitter. So what do you do? At some places, it sets off a three-alarm fire drill as the team scrambles to gather results from a variety of sources that are tossed into a weak-looking PowerPoint slide or two.