How to fix the 8 common errors in social media monitoring

Wrong circulation numbers? Duplicates? Spam? Here’s what to do.

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“I keep finding errors in my social media monitoring data and management is losing confidence in my reports. What should I do?”


As the volume of data proliferates, I and others increasingly hear complaints about the integrity of the data that many popular monitoring systems provide. The number of decisions currently being made based on bad data is frightening. A recent study we conducted discovered that 60 percent of data delivered to a client was invalid (that includes spam, paid posts, ads for Viagra, and duplicates).

The good news is that you can get cleaner data, but it will take a little work. First, look over my How To Get Good Data Checklist. One of the most important things on this list is to remember to review your search terms with your supplier each month.

Second, let’s deal with some specific situations. Do any of these sound familiar?

1. An article appeared in April, but is listed in your June results

Fix: Check whether your vendor is reporting “day of publication” or “day of collection.”

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