Measuring Social Media November 2007

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 Pro210.467.5092kami@myprpro.comwww.myprpro.comBlog: Communication Overtones,overtonecomm.blogspot.com

MeasuringSocial Media