The conversations about Social Media Measurement continue to grow

Categories: Media 2.0, Social Media MeasurementPosted on July 13th, 2007

As you know, I’m carefully watching the Social Media Measurement space (see all these posts), as that’s the precursor to improve a program, and also how companies measure value, and then increase budgets. I’m a corporate web guy, and I know how important measurement is to these programs. As you probally aready know, Nielsen has shifted it’s measurement from Page Views to Attention (PDF). Here’s a few discussions that I’ve found interesting over the past few weeks, I was saving these up, analyzing them, and looking for patterns.

Eight Meaningful Measures of Social Media

1. “Number of unique users
2. Returning versus new readers
3. Referring source statistics
4. Links from other sites
5. Google PageRank
6. The ratio of blog comments to blog posts (where applicable)
7. Total time spent on the site
8. The popularity of the content itself, which gets the most views”

Good start, but it’s leaning on the traditional attributes we already know. There’s a few that are missing from this, such as “Tone”, “Speed or Velocity of spread”, “interaction”, and of course any qualitative info that can be gleamed.

Yulia is doing some great analysis by trying to make sense of the various KPIs that could be measured during a program, she compares how different experts have different measurement attributes. Me? I say it varies depending on the type of goals you have setup.

Jeff Jarvis thinks forward in trying to understand what’s next after the homepage? He delves in to RSS, Blogs, and RIAs, do companies even need a homepage? That’s why I say the irrelevant corporate website needs to evolve.

I found quite a few juicy podcast interviews from Buzz Marketing for Tech, dive into there and learn more.

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This entry was posted on Friday, July 13th, 2007 at 5:51 am and is filed under Media 2.0, Social Media Measurement. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

[...] So, if a traffic ranking service is trying to inform, why try to decide which is “the metric”? It’s easy to report many metrics; advertisers would probably be interested in page views, time on site, and unique visitors in a day, week and month. Why not publish all eight metrics on the list of suggested by About Jeremiah Owyang and Kami Huyse? [...]

Posted by Web Site Ranking: Page views or Time on Site? : Big Bucks Blogger on July 13th, 2007 at 11:14 am

I have to agree that the eight measures I pulled out leave a lot left to be desired. These are the measures that I can easily access. I am particularly interested in content analysis and some of the things that Yuvi has done with his look at Engadget. I am interested in how tools like this can start to help us put the measurements into context.

Posted by Kami Huyse on July 14th, 2007 at 4:58 pm

Kami, it’s a good start, no worries. Keep an eye out for a few publications I have coming soon.

Posted by jeremiah_owyang on July 14th, 2007 at 6:37 pm

I will keep an eye out for them and I will also see you at Katie’s measurement conference in New Hampshire in October.

Posted by Kami Huyse on July 15th, 2007 at 1:50 pm

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