intelligent measurement

Social Media Measurement

March 14, 2007 at 9:02 pm 1 comment

As organisations increasingly look towards the so-called “social media” (which most people usually interpret to mean blogs, wikis, mash-ups, 3D environments etc.) for supporting communications, marketing and other projects, there will certainly be questions asked such as “well, what’s it all worth?”. And that’s fair enough.

Of course, someone is already thinking about it. Constantin Basturea has put together a wiki page (what else?) on social media measurement (found on the NewPRwiki). A brief perusal of the page will show that a lot of the resources are focused on the monitoring aspect – how are publics using social media tools and how companies can track “buzz” or interest. All very good and well, but even more interesting (and substantial) is what is the impact of these social media tools – what do they change? There are some pointers in this direction, I liked very much this photo taken from a workshop that lists what attributes the participants believed should be measured: top of the list is “participation & engagement”. Interesting….

Glenn

Entry filed under: PR evaluation, Social media monitoring.