ething that I think should be undertaken with a sense of perspective, by standing back and looking at the big picture.

A widescreen approach to social media measurement ultimately looks at the things that really matter: sales, profits, customer satisfaction and loyalty. Besides, honing in on the detail might not be the best use of your time, given the obviou

social media monitoring for your company or clients, you’ve probably become quite adept at tracking Twitter mentions. But, measuring the count and rise and fall of tweets won’t tell you anything about what’s actually being said about your product, service, or brand. That’s where Twitter sentiment analysis tools can come in to play.