My picks for the best links of the month on social media measurement. Grab a cup of coffee, sit back, and let the social media goodness wash over you.
- The Measurement Standard from K.D. Paine, more on how we've measured traditional media and how
some are measuring "engagement." K.D. does a fine job of beginning to answer the
question of "if not hits/traffic/pageviews, then what?" in
terms of measurement.
- Social network analysis is going to become too ubiquitous for its own good An interesting post from Forrester
on the dangers of organizations abandoning traditional measurement and
feedback tools such as surveys and focus groups for exclusive social
media analysis. The argument mirrors some of what we hear about the
future of news: if we only monitor popularity and public opinion,
the hard information will be swallowed by the public's taste for
immediacy and celebrity. Will social network analysis cheapen market
research as a result?
- Measuring social media marketing Another slam-dunk from Chris Brogan. Most useful is his list of things that he tracks, including percent of
online conversation, percent of coverage improvement, numbers of new
subscribers, new threads, new leads, conversions and unique visitors.
- Move beyond social media metrics. Dirk Shaw's clear, concise SlideShare presentation on what social media metrics are and how to match engagement and measurement to goals. (See below)
