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 Measurement
Set your objectives
Define your stakeholders
Determine which metrics to use
Benchmark against yourself over time or your competition
Pick your measurement tool
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
Active Listening
Contribution
Participation
http://www.healthcare100.com

2. Community of Stakeholders By Andrew Niddrie, Flickr, Gulliver Square , Scotland

3. What Metrics Matter Most?
Relationships
Analytics
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: Paid
The CGM Dashboard ( link )
Radian6 ( link )
BuzzLogic ( link )
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, APR
My PR Pro
210.467.5092
[email_address]
www.myprpro.com
Blog: Communication Overtones,
overtonecomm.blogspot.com
Measuring Social Media

http://overtonecomm.blogspot.com	471
http://123socialmedia.com	182
http://marketingusabile.blogspot.com	92
http://www.socialware.it	91
http://marketingusabile.blogspot.it	32
http://msoma.wordpress.com	26
http://myprpro.com	11
http://socialmediawebinar.com	11
http://prosintraining.blogspot.com	10
http://www.slideshare.net	9
http://www.prosintraining.com	5
http://www.marketingusabile.blogspot.com	4
http://welovecrowds.com	3
http://overtonecomm.blogspot.co.uk	3
http://www.contagioussolutions.com	3
http://overtonecomm.blogspot.in	3
http://purplebytes.blogspot.com	2
http://azam1.synthasite.com	2
http://overtonecomm.blogspot.co.nz	1
http://209.85.129.132	1
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http://cullect.com	1
http://english.zhuaxia.com	1
http://feeds.feedburner.com	1
http://law-of-mobility.com	1
http://mmicc.org	1
http://www.netvibes.com	1
http://wlzq0811.blogspot.com	1
http://markonlinehk.blogspot.com	1
http://www.crazy-marketing.it	1

Measuring Social Media November 2007

by Kami Huyse on Nov 07, 2007

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Measuring Social Media November 2007 — Presentation Transcript