I’m pleased to share a white paper I was hired to co-write with Matt Toll of Factiva of Dow Jones. The topic? Social Media Measurement. If you’re new to the concept, or just launched a social media program this white paper is for you.
Traditional Web Analytics are not sufficient to measure what’s changing on the web, marketing is distributed across the world wide web, rendering server logs as only one small portion of what needs to be tracked. The white paper is based upon a roundtable event hosted by Factiva quite a few months ago. I lead one of the key sessions in prioritizing the attributes needed to be measured, there were quite a few thought leaders there, it was exciting.
If you wanted to read the post-thoughts of some of the attendees, they’ve documented their thoughts:
• Chris Kenton: Social Media Metrics
• Jeremy Pepper: Factiva Roundtable and Social Media
• Daniela Barbosa (Dow Jones): Wrapup Post
• Glenn Fannick (Dow Jones): The Day After – My Head’s Still Spinning
• Jeremiah Owyang: Factiva Social Media Roundtable helps to answer “What should we measure”
• Images on Flickr of event (over 100)
Thought and Practice Leaders influenced this paper
This was one of the earlier conversations about social media measurement, it was attended by both social media consultants and experts as well as practitioners within corporations. I was right in the middle of a transition moving from one to the next, so I could really relate to both groups. I’m pretty sure this is just a partial list:
• Stowe Boyd, Blue Whale Labs
• Jory Des Jardins, Co- Founder, BlogHer, LLC;
• Nicki Dugan, Editor, Yahoo!’s Yodel Anecdotal
• Jeanette Gibson, New Media Communications, Cisco Systems
• Ian Kennedy, Product Manager, Yahoo!
• Christopher Kenton, MotiveLab
• Andrew Lark, Founder, Group Lark
• Mike Manuel, Strategist, Voce Communications, Media Guerrilla
• Greg Narain, Blue Whale Labs
• Tony Obregon, Director of Social Media, Cohn & Wolfe
• Jeremiah Owyang, PodTech
• Jeremy Pepper, Social Media,Weber Shandwick / POP! PR Jots
• Brian Solis, FutureWorks PR
• Ed Terpening, VP Social Media,Wells Fargo, Guided By History
Many thanks to Daniela (her thoughts on the paper), Matt Toll, Saurabh, Glenn, Sally and the rest of the Factiva crew for hosting this event, and seeing this paper through.
Measurement is important to me, as it will help drive adoption of social media in corporations, determine budgets and help those improve. I’ve tagged my many posts, so if you want to learn more, access the social media measurement tag.