Social Media Measurement
Master Class
A presentation to US Army Worldwide Public Affairs Symposium
Crystal City, VA
May , 2009
Katie Delahaye Paine
CEO
kdpaine@kdpaine.com
www.kdpaine.com
kdpaine.blogs.com
Member, IPR Measurement Commission
www.instituteforpr.org
People talk, We Listen

Why Measure?
―The main reason to measure objectives is not so much to
reward or punish
individual communications manager for success or failure
as it is to learn from the
research whether a program should be continued as is,
revised, or dropped in favor of another approach ‖
―If we can put a man in orbit, why Emeritus, University of Maryland
James E. Grunig, Professor can’t we determine the
effectiveness of our communications? The reason is
simple and perhaps, therefore, a little old-fashioned:
people, human beings with a wide range of choice.
Unpredictable, cantankerous,
capricious, motivated by innumerable conflicting
interests, and conflicting desires.‖
Ralph Delahaye
2
Paine, Publisher, Fortune Magazine , We Listen
People talk, 1960 speech to the Ad Club of

Communications then and now
21st Century Role of
Traditional role of
Marketing & PR
Communications
People talk, We Listen

12 Signs that it’s the end of the world as we
know it
The Dept of Defense considers Twittering and other forms of
1.
social media critical to national security
BestBuy measures 85% lower turnover as a result of its Blue
2.
Shirt community
BMC Software tracks social media benefits direct to its bottom
3.
line and EPS.
NWF is using Twitter to spot, identify and protect wildlife
4.
American Red Cross can measure improvement in disaster
5.
management using Twitter
ASPCA correlates increases in on-line donations and increased
6.
membership with its social media efforts.
HSUS generated $650,000 in contributions from a Flickr photo
7.
contest
Wal-Mart is training and empowering its employees closest to
8.
the customers to be the ones engaging online and provides
social media tools to enable them to engage: my.walmart.com
Intel is using Facebook and internal Twitter tool to help
9.
employees engage with customers
Dell has made more People talk, We Listen than Twitter has
money with Twitter
10. Page 4

A measurement timeline
Social
MSM Online
Media
Eyeball
HITS Engagement
counting
Page 5
People talk, We Listen

The measurement fork in the road
Marketing/recruit Reputation/relationsh
ment ips
To fix this Or get to this
People talk, We Listen

Goals drive metrics, metrics drive
results
Reputation/
Recruitment
Goal Relationships
Relationshi Engageme
p scores nt Index
Cost per
Metri Recommen
contact/recr
d-ations
uit
cs
Web
Positioning
analytics
Engageme
Leads
nt
7
People talk, We Listen

What do you need to measure?
Outputs?
Did you get the coverage you wanted?
Did you produce the promised materials on time and on
budget?
Outtakes?
Did your target audience see the messages?
Did they believe the messages?
Outcomes?
Did audience behavior change?
Did the right people show up?
Did your relationship change?
Did sales increase?
People talk, We Listen

Goals, Actions and Metrics
Goal Action Output Metric Outtake Metric Outcome Metric
Increase Start a Number of Percent % increase in
employmen Facebook members understanding donations
t of page and believing % increase in
wounded messages employment of
veterans Percent of returning warriorsm
employers
willing to
consider hiring
Improve Start Number of Percent aware Quality/quantity of
Army Public Facebook friends/fans of Facebook advice shared
Affairs group group
Increase Start blogger # of mentions in % of moms Lower cost per
recruitment outreach high authority supporting recruitment
child’s decision
program blogs
to enlist
People talk, We Listen

Changing reputation via metrics
Tone of Conversation over time
60
50
30
40
2
30 16
Positive
Mentions Neutral
17
Negative
5
20
12
27
4 24
2 1 2 20
3 9
10 16 15
8 8
10
5 9 9
4
2 6 5
4 4 4 4
2 2 2 2 2 2 2
0
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2007 2008
People talk, We Listen

Negative coverage over time
25
1
3 1
20 2
2
4
15
1
Entries
14
21 15
18
10
10 14
5
1
10 2 12 10 2
9
5
3
4 2 4 2
7
6
5 1
4 4 2 2 2
2 2 2 2 2 2 2 2
1 1 1 1 1 1
0
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
2006 2007 2008
People talk, We Listen

Correlation exists between traffic to the ASPCA web site
and the organization’s overall media exposure
350,000,000 700,000
300,000,000 600,000
250,000,000 500,000
Web Site Visitors
200,000,000 400,000
Exposure
Overall Exposure
150,000,000 300,000
Web Traffic
100,000,000 200,000
50,000,000 100,000
0 -
Page 12
People talk, We Listen

Tying activity to
development/marketing goals
350,000,000 $1,800,000
$1,600,000
300,000,000
$1,400,000
250,000,000
$1,200,000
Donations
Exposure
200,000,000 $1,000,000
Overall exposure
Online donations
$800,000
150,000,000
$600,000
100,000,000
$400,000
50,000,000
$200,000
0 $0
em e r
M ry
ne
br ry
ch
S Aug ly
r
Ml
cr
D em r
te st
ay
i
be
O be
ov e
pr
Ju
ec b
ua
Fe ua
ep u
N to b
Ju
ar
A
m
n
Ja
13
People talk, We Listen

The 7 steps to Social Media
1. Define the ―R‖ – Define the expected
results?
Define the ―I‖ -- What’s the
2.
investment?
Understand your audiences and what
3.
motivates them
Define the metrics (what you want to
4.
become)
Determine what you are benchmarking
5.
against
People talk, We Listen

Step 1: Define the ―R‖
What return is expected?
What were you hired to do?
If you are celebrating complete 100% success
a year from now, what is different about the
organization?
If your department was eliminated, what would
be different?
15 Page 15
People talk, We Listen

Step 2: Define the ―I‖
What is the investment?
Personnel
Agency compensation
Senior Staff time
Opportunity cost
16
People talk, We Listen

Step 3: Define your audiences and how you
impact them
You audience is never ―anyone with a pulse‖
There are multiple constituencies
List every stakeholder
Where do they go for information?
What’s important to them?
What is the benefit of having a good relationship with
that stakeholder group?
Understand your role in getting the audience to
do what you want it to do
Raise awareness
Increase preference
Increase engagement
17 Page 17
People talk, We Listen

Step 4: Define your Key Performance Indicators
(KPIs)
Cost savings Trust:
Efficiency Improvement in relationship
Cost per message /reputation scores with
communicated customers and
Cost per new recruit communities
acquired (Loyalty/Retention)
Productivity: Thought leadership:
Increase in employee Share of quotes
engagement/morale Share of opportunities
Lower turnover/recruitment Message penetration
costs
Positioning on key issues
Engagement: Improvement in
Ratio of posts to comments favorable/unfavorable ratio
% of repeat visitors Improvement in Optimal
18
% of 5+min visitors People talk, We Listen Score (OCS)
Content

What makes a perfect
communications KPI?
Gets you where you want
to go (achieves corporate
goals)
Is actionable by
individuals as well as
departments
Continuously improves
your processes
Is there when you need it
People talk, We Listen

Why an Optimal Content Score?
You decide what’s important:
Benchmark against peers and/or
competitors
Track activities against OCS over time
Positive: Negative
Mentions of the brandOmitted
Key messages Negative tone
Positioning No key message
Visibility
20
People talk, We Listen

How to calculate Optimal Content
Optimal Content Score
Quality score +1 0 -1
Score Score Score
Tonality Positive 3 Neutral 0 Negative -3
Positions the
competition favorably or
positions Sargento
Positioning Contains 2 Doesn't contain 0 negatively -2
Does not contain or
miscommunicates key
Messaging Contains 3 partially contains 0 message (neg mess) -1
Quotes Contains 1 Does not contain -1
Competitive Does not mention Competition mentioned
mention Competition 1 prominently -3
Total Score 10 0 -10
Visibility Score
+1 0 -1
Score Score Score
Contains competitive
Brand Photo Contains 3 Doesn't contain 0 photo -5
Dominance Focal point 3 Not a focal point -1
Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2
Target
publication Top Tier 2 2nd tier 0 Not on target list -2
Total Score 10 0 -10
People talk, We Listen

Step 5: Define your benchmarks
Emerging benchmarks
Engaged = 3-13 comments per post
Hyper-engaged = 15-35 comments per post
After 3 days most comments are done, 14 days
max
Social Bookmarking momentum = 1 submitted item
every other day
Message should be communicated in 2 out of 5
blogs
Past Performance
Think 3
Peer organization in
Navy/Marines/Airforce/CoastGuard
The enemy
22
People talk, We Listen

Overview of Key Metrics
Peer 1 was the competitive leader in all but YouTube, where
Peer 4 and Peer 3 led.
Actions attributed to individuals were responsible for most
content, except on YouTube. Ext.
Bookm Faceb Inst. YouTub
MSM
ark. ook Blogs Blogs e
—
SOV 2% 8% 9% 11% 7%
Populari 230 500/m 150k
— —
20 links
ty bkmks o. views
Engage 13 2-12
—
59 cmts 1 day 2 cmts
ment cmts cmts
%
20% 32% 54% 50% 15% 15%
Positive
%
†Negativ size. Findings are directionaltalk, We Listen
0% People only.
Small base 0% 4% 0% 1% 2%

Few subjects appear of discussion in each channel
Top 5 Subjects across all forms of social media, so
tailor outreach accordingly
Ran Facebook YouTube Social External Institution
k Bookmarki Blogs al Blogs
Ord ng
er
1 Campus Life Events Courses Faculty Campus
Life
2 Sports Campus Life Projects, Research, Events
Non- Physical
Research Sciences
3 Technology Faculty Research, Institution Institution
Physical Overall Overall
Sciences
4 Product Courses Events Expert Institution
Services Commenta Sub-
ry Groups
5 Events Institution Faculty Events Admission
Overall s
People talk, We Listen

Step 5: Conduct research (if
necessary)
First: find out what already exists
Web analytics
Customer Satisfaction data
Customer loyalty data
Second: Decide what research is needed
to give you the information you need:
Message content analysis
Surveys
25
People talk, We Listen

Step5: Selecting a measurement tool based on
your KPIs
Objective Metric Tool
Increase inquiries, web traffic, % increase in traffic Google Analytics, Omniture
recruitment #s of clickthrus or downloads
Increase awareness/preference % of audience preferring your Survey Monkey, Zoomerang,
brand to the competition
Engage marketplace Conversation index greater Type pad, Technorati, Social
than .8 Mention, ISPY
Rankings
Communicate messages % of articles containing key Media content analysis –
messages Dashboards
Total opportunities to see key
messages
Cost per opportunity to see
key messages
% aware of or believing in key Survey Monkey, PollDaddy
message Zoomerang,Vizu
26
People talk, We Listen

Your tool box needs:
1. A content source:
Free sources:
• Google News/Google Blogs
• RSS feeds
• Twitter Search
• Technorati, Ice Rocket
• Survey Monkey/Zoomerang
Paid sources:
• Cyberalert, CustomScoop,
e-Watch
• Radian 6, Techrigy,
Umbria, Crimson Hexagon
• eNR, Meltwater talk, We Listen 27
People

Your tool box also needs to include:
2. A way to analyze
that content
Automated vs.
Manual Tools:
Census vs random •Hubspot Grader
sample •Xinureturns
The 80/20 rule – •Twinfluence
•SPSS
Measure what
•Excel
matters because
•Woopra
20% of the content
•www.tealium.co
influences 80% of theWe Listen m 28
People talk,

Standard classifications of discussion
• Responding to criticism
• Acknowledging receipt of
• Giving a shout-out
information
• Making a joke
• Advertising something
• Making a suggestion
• Answering a question
• Making an observation
• Asking a question
• Offering a greeting
• Augmenting a previous post
• Offering an opinion
• Calling for action
• Putting out a wanted ad
• Disclosing personal
• Rallying support
information
•
• Recruiting people
Distributing media
•
• Showing dismay
Expressing agreement
•
• Soliciting comments
Expressing criticism
•
• Soliciting help
Expressing support
•
• Starting a poll
Expressing surprise
•
• Validating a position
Giving a heads up
People talk, We Listen

Standard classifications of videos
Advertisement Montage
Animation Music Video
Demonstration News Broadcast
Event/Performance Promotional Video
Fiction Sightseeing/Tour
Film Slideshow
Home Video Speech
Instructional Video Television Show
Interview Video Log
Lecture
People talk, We Listen

Your tool box also needs to include:
3. A way to measure engagement
The conversation index=
• Ratio of posts to comments
Relationship studies
The engagement index
31
People talk, We Listen

A Proposed Engagement Index
Output Outtake Outcome
Time on site Clickthru
Relationships
Repeat visits Donations/orders
Tone/content of
Forwards/links Signups
conversation
/comments
+ +
Membership
An engagement index?
Page 32
People talk, We Listen

Share of conversation vs share of engagement
Share of Engagement by Subject - ,External Blogs
Share of Subject
Students 23.6% 33.2% 22.1% 21.1%
Research, Social Sciences 1 4 1
Staff 100.0%
Campus Life 1
Research, Social Sciences 4.4% 95.6%
Institution, Overall 2 1 3 Research, Physical Sciences 38.3% 2.3% 31.0% 28.4%
Research, Other
Policies 2
Research, Life Sciences 13.0% 20.8% 13.0% 53.2%
Research, Agriculture 4
Research, Earth Sciences 86.8% 13.2%
Other 1
Research, Agriculture 100.0%
Legal News Projects, Non -Research
1 2 28.6% 28.6% 28.6% 14.2%
Policies 100.0%
Admissions 1 1 Peer 1
Peer 1
Partnerships
Staff Michigan State
Michigan State
1
Other
Peer 2
Peer 2
Research, Life Sciences 1 1 2 1 3
Legal News 43.3% 56.7%
Peer 3
Peer 3
Alumni Topics Inventions
1 1
Peer 4
Peer 4 Institution, Overall 5.8% 94.2%
Financials 2 1 2
Financials 68.7% 12.5% 18.8%
Projects, Non -Research 1 1 1 2
Faculty 15.3% 34.9% 6.3% 43.5%
Research, Earth Sciences 1 2 2 Events
Courses
Courses 28.6% 71.4%
1 2
Community Relations
Research, Physical Sciences 3 2 4 6
Campus Life
Students 5 2 1 7
Alumni Topics 96.8% 3.2%
Faculty Admissions
2 6 2 2 6 33.3% 66.7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0 2 4 6 8 10 12 14 16 18 20
Page 33
People talk, We Listen

The vast majority of discussion in external blogs is
neutral.
Share of Engagement by Tone - External Blogs
Share of Tone
100%
30
29
94%
90%
25
80% 83%
70% 71%
20
20
60%
58%
58%
Negative
Negative
50%
15
Neutral
Neutral
14
Positive
Positive
40% 42% 42%
12
10
30%
29%
8
20%
5
5
14%
4 4 10%
3
2 6% 3%
1
0%
0
Arizona State Michigan State Penn State Purdue University University of Michigan
University of Michigan Purdue University Penn State Michigan State Arizona State
Page 34
People talk, We Listen

For all institutions, most postings were simply making an
observation or distributing media.
Share of Conversation Types Share of Engagement by Conversation Type - Institutional Blogs
Showing dismay
Showing dismay 100.0%
1
Recruiting people
Recruiting people 3 1
Rallying support
Rallying support 1
Playing a game
Playing a game 16 1
Offering an opinion
Offering an opinion 49.5% 10.8% 39.7%
2 11 2 4 1
Making an observation
Making an observation 30.9% 23.1% 10.9% 35.1%
14 46 6 18 9
Making a suggestion
Making a suggestion 72.7% 27.3%
15 12 3 6 8
Giving a shout-out
Giving a shout-out 5 12 2 2
Giving a heads-up 6.5%
Giving a heads-up 26.9% 66.6%
Arizona State
29 203 4 13 17
Arizona State
Michigan State Expressing surprise
Expressing surprise 1 Michigan State
Expressing support
Expressing support Penn State Penn State
1 2 2 3
Purdue UniversityExpressing criticism Purdue University
100.0%
Expressing criticism 3 1
cx
University of Michigan
Distributing media
University of Michigan 53.9% 46.1%
Distributing media 36 787 235
Disclosing personal information 44.2% 1.6% 38.7% 15.5%
Disclosing personal information 7 24 4 13 5
Calling for action
Calling for action 1 2
Augmenting a previous post 100.0%
Augmenting a previous post 6 1
Asking a question 100.0%
Asking a question 1 2
Answering a question
Answering a question 6 7 1
Advertising Something
Advertising Something 3 12 2 11
Acknowledging receipt of information
Acknowledging receipt of information 2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Page 35
People talk, We Listen

The numbers your web analytics guru should
give you every month*
1. % increase or decrease in unique visits
2. How many sessions on our blog or web
site represent more than 5 page views
3. In the past month, what % of all sessions represent
more than 5 page views
4. % of sessions that are greater than 5 minutes in
duration
5. % of visitors that come back for more than 5 sessions
6. % of sessions that arrive at your site from a Google
search, or a direct link from your web site or other site
that is related to your brand
7. % of visitors that become a subscriber
8. % of visitors that download something from the site
9. % of visitors that provide an email address
36 Page 36
* Courtesy of Eric Peterson
People talk, We Listen

Aspects of relationships
Control mutuality
Trust
Satisfaction
Commitment
Exchange relationship
Communal relationship
37
People talk, We Listen

Components of a Relationship Index
Control mutuality
In dealing with people like me, this organization has a tendency to throw
its weight around. (Reversed)
This organization really listens to what people like me have to say.
Trust
This organization can be relied on to keep its promises.
This organization has the ability to accomplish what it says it will do.
Satisfaction
Generally speaking, I am pleased with the relationship this organization
has established with people like me.
Most people enjoy dealing with this organization.
Commitment
There is a long-lasting bond between this organization and people like
me.
Compared to other organizations, I value my relationship with this
organization more
Exchange relationship
Even though people like me have had a relationship with this
organization for a long time; it still expects something in return whenever
it offers us a favor.
This organization will compromise with people like me when it knows that
it will gain something.
This organization takesPeople talk, Wewho are likely to reward the
care of people Listen 38
organization.

How to implement relationship
metrics
Step 1: Conduct a benchmark
relationship study
Step 2: Implement PR program
Step 3: Conduct a follow up relationship
study
Step 4: Look at what’s changed
People talk, We Listen

Your tool box needs to include:
4. A way to quantify it all
HITS= How Idiots Track
Success
Eyeballs – Compete
Google Analytics
Panels
Surveys
40
People talk, We Listen

Step 7: Analysis
Research without insight is just trivia
What works, what doesn’t?
What needs to be done?
What are you communicating?
What tools work best?
41
People talk, We Listen

Data mining the numbers you have
Look for failures first
Check to see what the competition is
doing
Then look for exceptional success
Compare to last month, last quarter, last
year
Figure out what worked and what didn’t
work
People talk, We Listen

Best Practices:
Correlations to bottom-line Benchmarking against
impact your peers
Donations Looking at what the best do
Memberships Setting goals accordingly
Sign-ups Use data to persuade
recalcitrant spokespeople
Leads
Social Media in Crisis
Using SMM for planning
Listen instantly to a wide
Define the time frame,
range of influencers
market/topic you want to
study Identify weaknesses in
communications, customer
Use Google News,
service, or in the product
Technorati or Radian6 to
identify the conversations Improve your reputation
around the topic Listen first, then respond
Analyze the conversations
People talk, We Listen doing stupid things
Stop
for type, tone and positioning

Using SMM in a Crisis
Social Media in
Crisis
Listen instantly to
a wide range of
influencers
Identify
weaknesses in
communications,
customer service,
or in the product
People talk, We Listen

Case Study: Engagement vs
mentions
Users were positively engaged with
advertisements
March 2009 Share of Tone by Company Share of Engagement by Tone for March 2009
Negative Neutral Positive Negative Neutral Positive
100%
100%
90% 90%
80% 80%
70% 70%
60% 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Client Competitor 1 Client Competitor 1
Georgia-Pacific Kimberly-Clark Weyerhaeuser Georgia-Pacific Kimberly-ClarkWeyerhaeuser
Competitor 2 Competitor 2
People talk, We Listen

By percentage, individuals were more engaged with
Client subjects than competitors
(Engagement is the average number of comments per post made to a blog)
March 2009 Discussion by Subject March 2009 Share of Engagement by Subject
Georgia-Pacific Kimberly-Clark Weyerhaeuser Georgia-Pacific Kimberly-Clark Weyerhaeuser
Client Competitor 1 Client Competitor 1
Competitor 2 Competitor 2
100% 100%
90% 90%
80% 80%
70% 70%
60% 60%
50% 50%
40% 40%
30%
30%
20%
20%
10%
10%
0%
0%
46
People talk, We Listen

Discussion of virgin vs. recycled fiber in
tissue
Company Mentions by Source
March 2009
80
70
22
60
50 Georgia-Pacific
Client
Kimberly-Clark
Competitor 1
Mentions
40
42 Competitor 2
Weyerhaeuser
30
20 16

3
10 13 9
7
2 2
0
Blogs youtube Twitter
 Beyond the layoffs, blogs also discussed
WY’s decision to close the popular
47
bonsai tree display at its corporate
People talk, We Listen HQ, formerly open to the public.

Household product discussion jumped from discussion of a
Greenpeace report on toilet tissue
Discussion by Subject Over Time
120
Away from Home Products
5
2
Building Products
100
Company Activities
2
2 55
80
64 Environmental
2
Mentions
Issues/Sustainability/Global
Warming
3
2 62 Household Products
45 53
60 27
2 8
5 Legal Issues
37 37
45 4
8
43
40 11 33 5
25 Management/Employees/Unions
6
24 5 40
29
22 12 11 25
4
20 Office Products
5 5
18 24
7 5

10
6 9 8 9
3
5 1
11 3 3
4
3
2 Packaging (Color Box)
3 8 7 7
7 6
5 5
4 4
4 2
0
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2008 2009
People talk, We Listen

Union activity and environmental concerns
drove negative discussion
Share of Negative Discussion Over Time
30

3
25
7
6
7
20
3
4
Client
Georgia-Pacific
Mentions
5
2
Kimberly-Clark1
Competitor
15
19
12
Weyerhaeuser2
Competitor
8
11 11 13
8 6
15
10
4 2
3
2

5
6 2 2 8 8
7
4 6 6 6
5 5
3 3 3
1 1
0
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2008 2009
 Four mill closings and other layoffs
People talk, We Listen drove WY’s negative discussion.

Case Study: Establishing
benchmarks at Georgia Tech
People talk, We Listen

Case Study: Georgia Tech
Quantity and quality of discussion of Georgia
Tech and four peer institutions across relevant
user-generated media (UGM) channels in order
to:
• Establish performance benchmarks
• Observe user habits to inform UGM strategies
• Understand the influence of traditional media on
UGM channels
• Provide support for funding of UGM programs
People talk, We Listen

Influence of traditional media
•On average, bloggers included as many as six links to
external content in a post, the number three source being
traditional news media sites.
•Links to its newsroom accounted for 26% of links
•On Facebook, traditional news media sites were the
source of 25% of popular items posted to profiles.
•One third of content on social news sites was from
traditional media sources.
Selected Traditional Media Outlets Among Popular Sources of Content
•Twice as many hard news stories were posted to social
news sites as features.
BBC EurekAlert! Pittsburgh Post-
Boston Globe Google News Gazette
CNET Los Angeles San Francisco
CNN Times Chronicle
The New York Washington Post
Times
People talk, We Listen

Where people get the content they
share on Facebook
Sources of content Genre of content
People talk, We Listen

Understanding brand ownership of online video
content
Peer
Use ownership
Y o u r O rg a n iza tio n O rg a n iza tio n s
0 .1 8 % O th e r
4 .3 3 %
to signal brand
O rg a n iza tio n s
8 .6 5 %
participation
Provide alerts
for possible
brand
management
issues
In d ivid u a l U s e rs
8 6 .8 4 %
N = 2 ,5 5 5 ,6 9 1
People talk, We Listen

YouTube Recommendations
Use YouTube as a vehicle for strategic
message communication
Tailor materials related to high profile
competitions
Prepare media infrastructure for
increased emphasis on online video
Encourage faculty members to be
subjects of videos
People talk, We Listen

Focus on Social Bookmarking
In the event of a crisis, expect seeding
from local papers
Thursday & Friday saw the greatest
number of seeds.
Few strategic messages appeared in
social bookmarking sites
People talk, We Listen

External Blog Recommendations
Consider external blogs an opportunity for third-
party endorsements
Treat influential external bloggers as you would
industry analysts or key reporters
Focus efforts on blogs written by more than one
person, particularly in engineering and special
focus areas
Avoid local mainstream media blogs
Focus on top-tier media outlets as key sources of
content for bloggers
Include blogger-friendly features in the FT online
newsroom – particularlyWe Listen
video
People talk,

Focus on Institutional Blogs
Departments generated the most number of blog
postings/ inbound links among peer institutions
Most blogs are written by individuals
The location of links played the largest role in
driving comments
Technology drove the largest number of posts, but
personal life drove comments
Most posts consisted of making an observation,
most comments asked questions
Photographs were most frequently used
multimedia content
Institutional bloggers were significantly more likely
to be positive toward theirWe Listen institutions than
People talk, home

Recommendations for Institutional
Blogs
Guide message communications don’t dictate
Tailor institutional blogs to the audiences
looking for more in-depth information
Encourage bloggers to be opinionated
Mix in personal subjects
Leave frequency of posting up to the
discretionof the blogger
Remove abandoned blogs
Unify blogs with easy-to-find thematic lists of
bloggers
Make it easy to share content from your
institutional blogs – ie. lotsListenmusic and visuals
People talk, We of

For more information on
measurement, read my
blog:
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People talk, We Listen