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Meausuring online influence is complicated - there is no magic number to determine it. Companies usually approach influence measurement by simplifying the problem and making it one-dimensional but it's all contextual and has multiple dimensions. Limiting the scope limits the insights. So what is the right way to approach measuring online influence? This presentation lays out five rules to follow.
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THE CHALLENGES of SoCIAL MEDIA MEASUREMENT THRoUGH THE LENSE of
onlineinfluence
#ttmm | tRAACKR 2010 | PAge 2
ONLINE INFLUENCErs arE at thE CENtEr OF sOCIaL mEdIa INItIatIvEs.Many companies are working on measuring online influence to identify these influencers.
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MEASURING ONLINE INFLUENCE IS COMPLICATED...
Why?
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who’s #1 influencer?
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well, it depends...
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health
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health
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tech
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tech / cell
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tech / cell / hacking
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INFLUENCE Is CONTEXTUAL –IT HAs MULTIPLE DIMENsIONs.It depends on the topic, on the influencer’s network, and it depends on you!
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to measure each dimension, there are disparate datatypes.
Participation happens across multiple platforms. For each platform, there are different ways of measuring performance.
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how ComPAnies usuAlly thinK About influenCe meAsuRement
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simplify the problem – one dimension,one platform.If influence means how much others talk about your content,
and if retweets measure of how your content travels,
then retweets measure influence.
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limiting the scope limits the insights.
The value of the measurement is often lost before starting the computation.
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complexify the solution – the ‘secret sauce’.
Mathematicians apply their science and build complex algorithms. Measurement Marketers want to impress customers with the ‘silver bullet’ to measuring influence.
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IT’S noT (only) ABoUT THE mATH. IT’S ABoUT wHAT yoU mEASUrE.
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IT’S NOT ABOUT MARKET SHARE. IT’S ABOUT cREATINg TANgIBlE vAlUE TO INcREASE MARKET SIZE.
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ULTIMATELY, MEAsUrIng onLInE InfLUEncE rEqUIrEs A MorE fLExIbLE ApproAch.
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so, how can we achieve it?
By embracing the chaos.
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5 Rules to meAsuRing online influenCe
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focus on framing the problem. it’s key.
Rule 1
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embrace the multiple dimensions.
Collect Data. Turn it into useful Information. Look for Patterns. Learn. Iterate.
Rule 2
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build complexity into your model as needed.
Rule 3
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enable flexibility through modularity.
Add, swap, change data sources, platforms, and algorithms without disrupting the whole system.
Rule 4
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share The findings To gain insighTs.
You just can’t do it alone.
Rule 5
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facebook.com/onlineinfluence
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thAnK you!
facebook.com/onlineinfluence
traackr.com
