The Institute for Public Relations (IPR) Measurement Commission and CyberAlert are sponsoring research to create a validated standard coding document for social media analysis, based on the standards developed in 2013 by the Conclave on Social Media Measurement.
Human coders to test and validate the coding document will be provided by CyberAlert. CyberAlert’s analysts will independently measure social media mentions provided by Goodwill Industries, Southwest Airlines, and U.S. Fish & Wildlife Service. Michelle Hinson, director of public relations measurement for CyberAlert and chair of the IPR Measurement Commission, will lead the research team.
One of the biggest challenges of analyzing social media is the lack of universally accepted measures and processes that can be used to gauge performance. Variation in professional research practices often leads to uneven research quality, inconsistency, and confusion. Thus standards and a standard coding document are vital tools for improving social media analysis.
The Conclave established general parameters for measuring sentiment, opinion and engagement, but stopped short of providing validated processes, like a coding document. According to Dr. Julie O’Neil, associate professor and director of the School of Strategic Communication graduate program, Texas Christian University, “The standard coding document must be sufficiently clear to ensure a high degree of consistency, regardless of who is using it.”
Thanks to Sparklogix for the image.
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