According to Israel Mirsky, EVP of emerging media and technology for Porter Novelli, risks to organizations that come from basing social media strategies on poor information and superficial analysis are real. Here are some important questions to ask about your data:
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How is the data from each channel being collected and by whom?
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How frequently is data collected in each channel?
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What Boolean search is being used as the basis of my analysis?
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Does my volume graph include spam content?
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If being shown location and demographic analysis, how is the data detected for each channel and data type? How much of the data is it based on?
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How can my programs be made more measurable?
PR News Subscribers can read more about analyzing social media data in: "Mitigating the Risk of Bad Research: Aggregate, Search, Cleanse and Repeat."