Comments on: A New Model for Social (and traditional) Media Measurement

By: Skuteczne Web2.0? Zaangażuj emocje! Say hello 2 Kasi « Skuteczny e-marketing = OPEN4net

Mon, 10 Aug 2009 06:40:53 +0000

[...] O co chodzi w działaniach marketingowych Web2.0? Jeśli wyjdziemy od modelu EEIA: [...]

By: What Is That Hit In The (insert major publication name here) Worth? Nothing, Unless it Creates Engagement. « Proving the Value of Public Relations

Thu, 07 May 2009 20:18:39 +0000

[...] one must have Exposure before Engagement, much like Awareness must precede Purchase Consideration, true value creation begins at the [...]

By: metricsman

metricsman — Tue, 21 Apr 2009 16:55:24 +0000

Thanks for your great comment, Christine. insight-oriented outcomes would generally be captured in either Engagement or Influence. Influence in this model means actual influence against the target audience (e.g. did the program change their perceptions), and not Influence of the blogger, etc. You are right in thinking the majority of measurement and ROI work focuses on the marketing aspect of PR (i.e. PR’s role in sales ultimately) and ignores PR’s other significant contributions in areas like Brand and Reputation. My Total Value Cube is an effort to broaden thinking beyond outputs and marketing which is where the majority of measurement work occurs today. One last thought, true audience insight requires understanding how people are thinking not just what they are doing. While sentiment analysis is directionally consistent with this, we also should consider primary research against the audiences we hope to engage with. Thanks again, Don B

By: Christine

Christine — Mon, 20 Apr 2009 14:47:44 +0000

Like where you’re going with this- the area that seems underrepresented here are the insight-oriented outcomes of social media – the things that don’t represent a sales or an action taken, but rather represent a cost savings or strategic gain for a company- for example, social media and social network engagement, especially when coupled with sentiment monitoring, reputation systems, etc — can help a company make better products, serve customers better, understand market dynamics, refine position and messaging. In addition to insight, Social media- particularly in dedicated online communities- can also seen by companies as a peer to peer offset to R&D costs, to market research, to customer service. We think the PR/ awareness/ lead generation aspect of measurement is very important, but not complete- and fundamentally under-represents the true ROI of these technologies, and still needs more indirect measures, and more tools to facilitate insight- especially semantic tools.

We would like to see a cross-disciplinary measurement dashboard emerge- and also ways of disseminating key insights through the organization so that they are actionable.

What are your thoughts on this?

Thank you for all of your great contributions-

Christine McCaull
SweetMedia.us

By: jvad

jvad — Fri, 17 Apr 2009 11:01:46 +0000

Thank you. Really interesting model. Is it though quite rooted in the idea that there is a central content hub to which visitors/links/track backs can be counted.

how would the model adapt if the campaign objective is based on take up of message – so, say, the amount of exposure generated by xx bloggers who have posted content?

By: Jak mierzyć kampanie Web2.0? « Skuteczny e-Marketing = OPEN4net

Jak mierzyć kampanie Web2.0? « Skuteczny e-Marketing = OPEN4net — Thu, 16 Apr 2009 19:27:15 +0000

[...] źródło: blog Dona Bartholomew [...]

By: dekay.org » links for 2009-04-15

dekay.org » links for 2009-04-15 — Wed, 15 Apr 2009 11:09:25 +0000

[...] A New Model for Social (and traditional) Media Measurement « Proving the Value of Public Relat… (tags: socialmedia measurement analytics roi via:mento.info) [...]

By: More fears of Sales 2.0 « IQL Consulting

More fears of Sales 2.0 « IQL Consulting — Mon, 30 Mar 2009 09:07:38 +0000

[...] Discussion of a new model for social media measurement. [...]

By: Why death threats don’t motivate the normals «

Why death threats don’t motivate the normals « — Sun, 01 Mar 2009 07:45:08 +0000

[...] 1, 2009 · No Comments From ‘A new model for media measurement’, the stages a message travels through (or not) and how you can measure its [...]

By: metricsman

metricsman — Tue, 03 Feb 2009 16:31:30 +0000

Hi Andrea,

Thanks for your comment and sorry for the delayed response to your very good questions. Let me respond to your questions:

1. I fully agree PR or social media program objectives should be aligned with desired business outcomes/business objectives. PR 101. However, in practice, this seldom explicitly occurs. The time to align objectives is of course when they are written – before the program is implemented. In that context, your properly written and aligned objectives are what you should be measuring using the framework. For example, let’s say your corporate objective is to increase perception of the company as an ‘innovator’. Our aligned PR/SM objective might be to increase our target audience’s association of our company with ‘innovation’ and ‘innovator’. We can measure this using the framework. Our association metric would fall under the category of (audience) Influence. We would also want to measure our levels of Exposure and Engagement to understand their relationship with Influence and/or to serve as diagnostics to determine what’s working and what’s not.

2. As mentioned, Engagement metrics are pretty fluid and lack consensus. I take your point on click-thrus and view-thrus. I believe you are right that click-thru is probably better placed under Exposure – I’ll make that change. View-thrus seem less clear in that if someone views an entire video that might indicate what best might be described as Engagement. Time spent or duration being a factor. I could go either way on that one. Think I’ll leave it under Engagement for now but will think more about it.

Thanks for challenging the model metrics. That’s the only way we’ll make these sorts of tools better. I appreciate it. -Don B