Measuring Social Media November 2007 119446798347691 1

8/3/2019 Measuring Social Media November 2007 119446798347691 1

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Measuring

Social Media

Its About Relationships


2/23

Why Measure?


3/23

Why Measure?

Are we making a

difference, or just makinga fool of ourselves?


4/23

Measuring Social Media

Katie Paine, KD Paine and Partners


5/23

Super Six Steps to Measurement

1. Set your objectives

2. Define your stakeholders

3. Determine which metrics to use4. Benchmark against yourself over time

or your competition

5. Pick your measurement tool

6. Analyze the results and start over


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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


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8/23

Strategy to Engage

1. Active Listening

2. Contribution

3. Participation

http://www.healthcare100.com
http://www.healthcare100.com/http://www.healthcare100.com/


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2. Community of Stakeholders

By Andrew Niddrie, Flickr, Gulliver Square, Scotland
http://www.flickr.com/photos/craigmillar/sets/72157594373495841/http://www.flickr.com/photos/craigmillar/sets/72157594373495841/


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3. What Metrics Matter Most?

1. Relationships

2. Analytics

3. Outcomes


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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 blogposts Tone of conversation, comments, posts Speed or velocity of spread, viral


12/23

Measuring Relationships: Harder

Interaction: Conversation Index Quality of relationships

Building mutual trust


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Measuring Relationships

Control Mutuality Power of influence Trust Degree to which it exists Satisfaction Expectations met

Commitment Mutually promoted Exchange Relationship Expectations ofreturn for giving

Communal Relationship Genuine andmutual concern with no expectation

by Jim Grunig and Linda Childers Hon, Institute for Public Relations
http://www.instituteforpr.org/research_single/guidelines_measuring_relationships/http://www.instituteforpr.org/research_single/guidelines_measuring_relationships/http://www.instituteforpr.org/research_single/guidelines_measuring_relationships/http://www.instituteforpr.org/research_single/guidelines_measuring_relationships/


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Outcomes and the Dreaded ROI

Charlene Li, Forrester Research, The ROI of Blogging

Benefits

Costs

Risks
http://blogs.forrester.com/charleneli/2006/10/calculating_the.htmlhttp://blogs.forrester.com/charleneli/2006/10/calculating_the.html


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4. Your Competition

By Mr. Mark, Pick One, Flickr
http://www.flickr.com/photos/28551615@N00/119679860/http://www.flickr.com/photos/28551615@N00/119679860/


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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 mans clipping service)

Yahoo Pipes (manage RSS)

Compete, Alexa (traffic)

Quantcast (ratings and demographics)
http://www.technorati.com/http://del.icio.us/http://www.google.com/analyticshttp://www.veoh.com/http://www.flickr.com/http://www.feedburner.com/http://blogsearch.google.com/?tab=wb&hl=enhttp://pipes.yahoo.com/pipes/http://www.compete.com/http://www.alexa.com/http://www.quantcast.com/http://www.quantcast.com/http://www.alexa.com/http://www.compete.com/http://pipes.yahoo.com/pipes/http://blogsearch.google.com/?tab=wb&hl=enhttp://www.feedburner.com/http://www.flickr.com/http://www.veoh.com/http://www.google.com/analyticshttp://del.icio.us/http://www.technorati.com/


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Measurement Tools: Paid

1. The CGM Dashboard (link)

2. Radian6 (link)

3. BuzzLogic (link)4. Jeremiahs List (link)
http://www.measuresofsuccess.com/Products+and+Services/DIY/default.aspxhttp://www.radian6.com/cms/homehttp://www.buzzlogic.com/http://www.web-strategist.com/blog/2006/11/25/companies-that-measure-social-media-influence-brand/http://www.web-strategist.com/blog/2006/11/25/companies-that-measure-social-media-influence-brand/http://www.buzzlogic.com/http://www.radian6.com/cms/homehttp://www.measuresofsuccess.com/Products+and+Services/DIY/default.aspx


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Fun: Media Snackers Meme


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Fun: Media Snackers Meme

There have been 72 posts over the past 14 days that include theterms "media snack" or "media snackers." Both the plurals and thesingular uses of each word were also pulled.


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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)
http://nowisgone.com/2007/10/26/sample-this-media-snack/http://everydotconnects.com/2007/10/25/got-the-munchies-have-a-media-snack/http://www.web-strategist.com/blog/2007/10/24/do-you-respect-media-snackers-tell-me-why/http://www.web-strategist.com/blog/2007/10/28/utter-mobile-audio-micromedia-is-blogging-old-and-slow/http://www.engageinpr.com/2007/10/29/increasing-your-information-metabolism-media-snacks/http://www.engageinpr.com/2007/10/29/increasing-your-information-metabolism-media-snacks/http://www.web-strategist.com/blog/2007/10/28/utter-mobile-audio-micromedia-is-blogging-old-and-slow/http://www.web-strategist.com/blog/2007/10/24/do-you-respect-media-snackers-tell-me-why/http://everydotconnects.com/2007/10/25/got-the-munchies-have-a-media-snack/http://nowisgone.com/2007/10/26/sample-this-media-snack/


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Jeremiah Owyangs Mindshare


22/23

Resources

Kamis Measurement Tag

Measuring Public Relationships, Katie Paine

Calculating the ROI of Blogging, Charlene Li

Constantin Bastureas ROI tag

Jeremiah Owyangs Social Media Tag

Trinity of Analytics, Avinash Kaushik

Institute for Public Relations, Measurement
http://del.ici.ous/kamichat/measurementhttp://kdpaine.blogs.com/bookblog/files/PaineBookFirstPages.pdfhttp://blogs.forrester.com/charleneli/2006/10/calculating_the.htmlhttp://del.icio.us/cbasturea/ROI?page=1http://www.web-strategist.com/blog/category/social-media-measurement/http://www.kaushik.net/avinash/2006/08/trinity-a-mindset-strategic-approach.htmlhttp://www.instituteforpr.org/research/measurement_and_evaluation/http://www.instituteforpr.org/research/measurement_and_evaluation/http://www.kaushik.net/avinash/2006/08/trinity-a-mindset-strategic-approach.htmlhttp://www.web-strategist.com/blog/category/social-media-measurement/http://del.icio.us/cbasturea/ROI?page=1http://blogs.forrester.com/charleneli/2006/10/calculating_the.htmlhttp://kdpaine.blogs.com/bookblog/files/PaineBookFirstPages.pdfhttp://del.ici.ous/kamichat/measurement


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Kami Watson Huyse, APRMy PR Pro

[email protected]: Communication Overtones,overtonecomm.blogspot.com

Measuring

Social Media
mailto:[email protected]://www.myprpro.com/http://overtonecomm.blogspot.com/http://overtonecomm.blogspot.com/http://www.myprpro.com/mailto:[email protected]

Documents

Measuring Social Media November 2007 119446798347691 1