Social media measurement - child's play?
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Social media measurement - child's play?

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A short presentation about measuring social media influence with some examples of measurement tools

A short presentation about measuring social media influence with some examples of measurement tools

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  • 1. Social media Child’s play or impossible? measurement
  • 2. I just don’t get Must show a the ROI on nice clean this spreadsheet Clients....and agencies
  • 3. “the problem online is never Delicious brings up close to measurability. It's that you can 3000 results for measure too many things.quot; “socialmedia + Randall Rothenberg (IAB) measurement” The problem is we have measurability coming out of our ears
  • 4. Is it a case of measuring is easy, measuring the right things is difficult?
  • 5. In theory, it is not actually that difficult, metrics really should look at a combination of three things (Trust, engagement, reach)
  • 6. Some useful metrics and their pros and cons
  • 7. Reach - Feed Compare • Feed Compare ( • Let’s you look at the subscribers. More valuable than raw numbers as shows who comes back • However, reliant on Feed burner feeds
  • 8. Reach - Statbrain However, it’s only a guess and from our experience it seems to overestimate visitor Takes Alexa, Google etc rankings and numbers works out how many visits a site gets
  • 9. Trust - Twingly • Swedish based search engine • Rather than throw everyone into a big international pot, it gives blogs trust scores measured against other similar language blogs • So Swedish blogs are ranked against other Swedish blogs, Danish blogs scored vs other Danish blogs etc
  • 10. Trust and reach - Twinfluence • A great open tool that starts from the premise that not all numbers are equal • You might only be followed by 100 people, but they might be 100 v influential people • Gives you 2nd order followers and ‘social capital’ scores • Obviously the person has to be on Twitter
  • 11. PostRank • Measures engagement - do people actually bother to comment on, bookmark, pass on what you write about • AdAge recently changed its Power 150, with PostRank being the top metric • Good English speaking coverage, sometimes non English speaking sites are patchy
  • 12. But we’re not big fans of...
  • 13. Arguably the most A judgement call important criteria
  • 14. Checking for ourselves • It gets into muddy ROI waters but you miss a lot if you just fall back on the metrics • Sometimes someone may fall through the measurement criteria but you know it makes sense if they are included • Ideally making judgement calls should enhance your expertise - a sign that you practice what you preach and don’t always rely purely on the spreadsheet
  • 15. “If you treat people's conversations as media -- social media -- your ROI is zero (or even negative) because you'd be doing it wrong. But for social marketing done right, the potential ROI could be infinite -- when you divide a number by a cost of zero (ad dollars spent), you'd get infinity.” Augustine Chou, Click Z Final thought on the matter
  • 16. Find me at • Twitter - dirkthecow • • •
  • 17. Flickr creative commons credits • Y0Si • Nikita Kashner • Finishing School • Ger Through • Al Bar • Midnight Digital • Podchef • Come Closer • bitterlysweet • Cambodia4kids • Yeweyni • Cosmic Spanner • Kevin Luffs • eCRAFTic