Meausuring online influence is complicated - there is no magic number to determine it. Companies usually approach influence measurement by simplifying the problem and making it one-dimensional but it's all contextual and has multiple dimensions.
Limiting the scope limits the insights.
So what is the right way to approach measuring online influence? This presentation lays out five rules to follow.
2. ONLINE INFLUENCErs
arE at thE CENtEr
OF sOCIaL mEdIa
INItIatIvEs.
Many companies are working on measuring online
influence to identify these influencers.
#ttmm | tRAACKR 2010 | PAge 2
11. INFLUENCE Is
CONTEXTUAL –
IT HAs MULTIPLE
DIMENsIONs.
It depends on the topic, on the influencer’s network,
and it depends on you!
#ttmm | tRAACKR 2010 | PAge 11
12. to measure each
dimension, there are
disparate datatypes.
Participation happens across multiple platforms. For
each platform, there are different ways of measuring
performance.
#ttmm | tRAACKR 2010 | PAge 12
14. simplify
the problem –
one dimension,
one platform.
If influence means how much others talk about your content,
and if retweets measure of how your content travels,
then retweets measure influence.
#ttmm | tRAACKR 2010 | PAge 14
15. limiting the scope
limits the insights.
The value of the measurement is often lost before
starting the computation.
#ttmm | tRAACKR 2010 | PAge 15
16. complexify
the solution –
the ‘secret sauce’.
Mathematicians apply their science and build
complex algorithms. Measurement Marketers want
to impress customers with the ‘silver bullet’ to
measuring influence.
#ttmm | tRAACKR 2010 | PAge 16
17. IT’S noT (only) ABoUT
THE mATH. IT’S ABoUT
wHAT yoU mEASUrE.
#ttmm | tRAACKR 2010 | PAge 17
18. IT’S NOT ABOUT MARKET
SHARE. IT’S ABOUT
cREATINg TANgIBlE
vAlUE TO INcREASE
MARKET SIZE.
#ttmm | tRAACKR 2010 | PAge 18