Posts filed under ‘Social media monitoring’

Progress on Setting Social Media Measurement Standards

There is an ongoing debate about setting standards for social media measurement. Here is an interesting contribution from the Measurement Standard that reports on a recent meeting of specialists in the US organised by PR measurement guru K.D Payne.

One conclusion which I agree with is the need for the so-called  “Generally Accepted Accounting Practices (GAAP)”  for social media reporting, particularly in defining the following areas:

  • Content
  • Reach /Engagement
  • Influence/Relevancy
  • Sentiment/Advocacy
  • Impact and Value

Read more on the Measurement Standard >>

November 3, 2011 at 10:15 am Leave a comment

Global standards for social media measurement?

Three leading leading communications associations have formed a new coalition to define, develop and promote industry-leading standards for social media measurement. The coalition is comprised of the International Association for Measurement and Evaluation of Communication (AMEC), Council of PR Firms and the Institute for Public Relations.

Coalition chair, Tim  Marklein commented:

“Too many of the social media measurement options available today are based on proprietary tools and methods that can’t be easily replicated across brands, campaigns and organizations. As a coalition, we intend to break down those barriers and map out a path to standards that address key social media measurement challenges, including content sourcing, influence, sentiment, engagement and ROI among others.”

We couldn’t agree more.  It will be interesting to see what the coalition comes up with as they move now into the consulting phase.

Read more on the AMEC website>>

October 4, 2011 at 8:24 pm Leave a comment

Social media measurement – standards or ritual measurement

I am currently at AMEC’s 3rd European Summit on Measurement in Lisbon where a major discussion about social media measurement was held today –  the Dummy Spit blog by Tom Watson provides a good summary of the debate.

June 8, 2011 at 7:33 pm Leave a comment

Measuring success in online communities – part 2

Further to my earlier post on measuring online communities, I had the opportunity last weekend to present a module on this subject to a group of students following the SAWI diploma on “Spécialiste en management de communautés & médias sociaux”.

The slides used for this presentation are found below – they are in French – English translation will come….soon!

March 16, 2011 at 7:51 am Leave a comment

Measuring success in online communities

At the Lift conference this week in Geneva, I heard a lot of speakers mention the need to measure and evaluate how online tools are being used, for what purpose and with what impact (about time!).

One speaker, Tiffany St James spoke on  “How to encourage involvement in online communities”.  The above illustration shows the main aspects of her presentation, where she suggested some key performance indicators for measuring online communities, notably:

Outputs: how many visits, referrals, subscribers, loyalty, web analytics,  bounce rates

Outtakes: messages and experience for user satisfaction, measuring change of attitude

Outcomes: action-what do you want the user to do?

You can view a video of Tiffany’s presentation here>>

(illustration fabulously done by Sabine Soeder of Alchemy).

February 6, 2011 at 8:22 pm 1 comment

Measuring the influence of Twitter

As Twitter becomes more present in communications, is there any way to measure how influential it is? Well, there are plenty of tools to monitor Twitter usage.  But the MetricsMan blog has  some wise word of caution about these tools. He warns that the tools are not really measuring influence, as he puts it well:

The problem here is no one is actually measuring true Influence –  the ability of one individual to change another’s opinions, attitudes or behavior.  You can’t surmise whether or not an opinion or attitude has been impacted, you have to conduct research.  Opinions and attitudes exist within individuals.  You cannot assess this by proxy, looking strictly at online metrics.  Online behavior can be measured without primary research, but offline behaviors have to be observed or reported.

Read the full post here>>

February 7, 2010 at 8:38 pm 1 comment

84% do not measure ROI of social media

I just read some interesting survey results that found that 84% of professionals don’t measure the Return-On-Investment for the social media programs that they run.

It’s not a surprising result, but is it the right question? I would have asked how many professionals are measuring the success of their social media programs and what and how they are measuring. That would be a good starting point before an eventual ROI measurement. Follow further the debate on Mashable.

September 23, 2009 at 6:12 pm Leave a comment

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