In her speech on social media, Jillian Ney explains why its value lies in data. The first doctor of social media uses her background in social media intelligence and consumer behavior research to lend expertise to the subject matter. The speaker is in opposition to what she refers to as the 'vanity matrix' and encourages marketers to explore context in social platforms.
The so-called vanity matrix is the result of advertisers' role in social media and using traditional matrices of likes and views to measure a new technology. However, social media is about thoughts and feelings, which are harder to measure. Existing tools are fundamentally flawed, so the speech on social media advocates for a new matrix that quantifies social media, one that "measures what matters, not what flatters." Context is vital here. People are complex and it is important to know what side of their personality to market to.
The speech on social media sees massive implications for the future, like using artificial intelligence to understand getting the right message to the right person at the right time.