With leading brands increasingly turning to social media for insight, feedback and guidance, social media data is under the spotlight. Questions about it’s origins, accuracy and scope have the potential to undermine the whole monitoring industry. In this session Giles Palmer of Brandwatch, who has successfully led more than a hundred organisations through the murky world of social media data, explains where it comes from, who controls it, how it is filtered and categorised, its inherent flaws and limitations, and how to avoid misreading the information you are presented with

3. What do social media measurement tools do? www.brandwatch.net

8. The sentiment of the web www.brandwatch.net Sample size 400,000 web pages about 1,000 different things

9. Top ‘Brands’ in October – English speaking web Volume ‘000s Sentiment * Volume Sentiment www.brandwatch.net

10. People don’t agree with each other all the time (Arsenal 2 : 1 Man Utd) In our tests, people agree on sentiment 85% of the time (sample size 1,000 items) www.brandwatch.net

11. How do you measure the sentiment of millions of webpages? www.brandwatch.net

12. Crowdsource ? www.brandwatch.net |

18. Topics www.brandwatch.net

19. Networks www.brandwatch.net

20. Influencers www.brandwatch.net

21. www.brandwatch.net

22. Free giveaway!! www.brandwatch.net Brandwatch 4.0 is out at the end of November - 50 Free Beta testing accounts for a month www.brandwatch.net/4