In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. equally, we as researchers have been focused on the potential of social media as a new source of information to understand consumer behaviour. This has prompted the development of automated 'social media analysers' which can monitor volume, reach and sentiment of what's being said on Facebook, twitter, etc. in this presentation, Blauw demonstrates that the measurement of these KPis is not only insufficient but can lead to erroneous conclusions. Blauw demonstrates that traditional analysis techniques are essential if meaningful and actionable conclusions are going to come from the analysis of social media content.