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Measuring Social Media - MarketingNow Measurement

by Laurel Papworth on Sep 22, 2009

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How to measure social media - my presentation at MarketingNow, Melbourne 2009. Apparently the slides are ugly ducklings and need some creative love :) Which they won't get from me! >:( heh.

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How to measure social media - my presentation at MarketingNow, Melbourne 2009. Apparently the slides are ugly ducklings and need some creative love :) Which they won't get from me! >:( heh.

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  • leoryan Leo Ryan , Group Head of Social Media at Ogilvy & Mather, London Really like slide 25 – lists 3 things to measure, something I’ve been looking at in my own work. In the absence of the media industry’s metric magic of media impressions we’ve had to find a framework for measuring non-paid for media. The issue is that the different channels, campaigns and ways you use them can all throw off different metrics and have different results.

    In order to create some kind of uniformity I’ve been working with three broad categories of metrics;
    Coverage: who sees it in what numbers
    Engagement: what do they do with it
    Action: what business or marketing objective is being met.

    As a simple example I set up the framework for my own blog as a way of exploring this: http://www.burning-head.com/index.php/2009/08/a-measurement-framework-for-the-burning-head-blog/

    As non-traditional media (media with non-industry-standard measures) grows we are going to have to work out a way of planning, reporting and optimizing it.

    Would be very interested to hear your thoughts on this structure as a starter for ten.     2 years ago Reply
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Measuring Social Media - MarketingNow Measurement — Presentation Transcript