measuring social media november 2007
TRANSCRIPT
Measuring Social Media
It’s About Relationships
Why Measure?
Why Measure?
“Are we making a difference, or just making a fool of ourselves?”
Measuring Social Media
Katie Paine, KD Paine and Partners
Super Six Steps to Measurement1. Set your objectives2. Define your stakeholders3. Determine which metrics to use4. Benchmark against yourself over time
or your competition5. Pick your measurement tool6. Analyze the results and start over
1. Setting Objectives• Make them measurable• What do I want to happen by when?• Changes in attitudes and/or behavior• Outputs, outtakes and outcomes• Without objectives, measurement is
meaningless
Strategy to Engage
1. Active Listening
2. Contribution
3. Participation
http://www.healthcare100.com
2. Community of Stakeholders
By Andrew Niddrie, Flickr, Gulliver Square, Scotland
3. What Metrics Matter Most?1. Relationships2. Analytics3. Outcomes
Measuring Analytics: Easier• Number of unique users• Returning versus new readers• Referring traffic• Links from other sites• Google PageRank• Technorati Authority• Total time spent on the site• The popularity of the content itself, page views • Conversation Index: Ratio of blog comments to blog
posts • Tone of conversation, comments, posts• Speed or velocity of spread, viral
Measuring Relationships: Harder• Interaction: Conversation Index• Quality of relationships• Building mutual trust
Measuring Relationships• Control Mutuality – Power of influence • Trust – Degree to which it exists• Satisfaction – Expectations met• Commitment – Mutually promoted • Exchange Relationship – Expectations of
return for giving• Communal Relationship – Genuine and
mutual concern with no expectation
by Jim Grunig and Linda Childers Hon, Institute for Public Relations
Outcomes and the Dreaded ROI
Charlene Li, Forrester Research, The ROI of Blogging
• Benefits
• Costs
• Risks
4. Your Competition
By Mr. Mark, Pick One, Flickr
5. Measurement Tools: Free• Technorati (number of links, “authority”)• Del.icio.us (quality and type of coverage)• Google Analytics (site statistics)• Veoh (video views on all platforms)• Flickr (photo views)• Feedburner (subscribers)• Google Blog Search (Poor man’s clipping service)• Yahoo Pipes (manage RSS)• Compete, Alexa (traffic)• Quantcast (ratings and demographics)
Measurement Tools: Paid1. The CGM Dashboard (link)2. Radian6 (link)3. BuzzLogic (link)4. Jeremiah’s List (link)
Fun: Media Snackers Meme
Fun: Media Snackers Meme
There have been 72 posts over the past 14 days that include the terms "media snack" or "media snackers." Both the plurals and the singular uses of each word were also pulled.
Comments and the “Conversation”
Now Is Gone, Geoff Livingston (27 comments)
Every dot Connects, Connie Reece (21 comments)
Web strategy by Jeremiah, Jeremiah Owyang (19 comments)
Web strategy by Jeremiah, Jeremiah Owyang (18 comments)
Engage in PR, Kyle Flaherty (12 comments)
Jeremiah Owyang’s Mindshare
Resources• Kami’s Measurement Tag• Measuring Public Relationships, Katie Paine• Calculating the ROI of Blogging, Charlene Li• Constantin Basturea’s ROI tag• Jeremiah Owyang’s Social Media Tag• Trinity of Analytics, Avinash Kaushik• Institute for Public Relations, Measurement
Kami Watson Huyse, APRMy PR [email protected]: Communication Overtones,overtonecomm.blogspot.com
MeasuringSocial Media