Related Resources
Social Media Measurement
by Sarah Kang, contributing writer
Related Resources provides additional articles and resources for understanding this month's topic of social media measurement. You can also find these links alongside the corresponding feature article for quick reference.
Note: The following links are not associated with or commissioned by IABC.
::Measurement: Attention vs. engagement
John Bell
http://www.socialmediatoday.com/SMC/6517
Now that some of us have gone from talking about social media to actually using it, the next question is which metric or metrics to use in measuring its effectiveness. Complete.com's announcement of their "Attention" metric is one attempt at a standard measurement tool that can quantify social media engagement.
::One Way to Explain a Corporate Social Media Strategy
Stephen Turcotte
http://www.scoutblogging.com/2007/08/one_way_to_explain_a_corporate.html
Help senior executives understand social media, and dispel the myths and misunderstandings they may have about social media strategy, blogging and measuring social media success.
::Social Media Measurement Grows Up
James Durbin
http://durbinmedia.com/brandstorming/2007/07/social-media-measurement-grows-up.asp
Tracking your numbers is a good thing, but numbers alone may not lead you to the kind of success you want to achieve. James Durbin points out that your measure of success may be different from your neighbor's and offers some examples from his clients.
::Eight Meaningful Measures of Social Media
Kami Huyse
http://overtonecomm.blogspot.com/2007/04/eight-meaningful-measures-of-social.html
Those who want to measure the ROI of their web sites should consider looking beyond the standard page view metric, which is proving less effective and relevant as more interactive features emerge.
::How to Measure Social Media: A quick and easy guide to choosing metrics
Katie Delahaye Paine
http://kdpaine.blogs.com/themeasurementstandard/2007/06/how_to_measure_.html
It's social media measuring made easy! Answer three critical questions, and find which metrics you can use to gauge your success.
::Measuring Social Media Marketing: It's easier than you think!
Michael Brito
http://www.searchenginejournal.com/measuring-social-media-marketing-its-easier-than-you-think/5397/
The first step in measuring the ROI of your social media marketing efforts is to determine your overall marketing goals. Once these goals have been set, apply standard engagement metrics as well as more creative social media metrics to determine the success of your campaign.
::Web Strategy: How to measure your social media program
Jeremiah Owyang
http://www.web-strategist.com/blog/2007/06/07/web-strategy-how-to-measure-your-social-media-program/
If you're thinking about taking advantage of social media, keep in mind that new media requires new strategies and new measurements. Here are some tips on gathering strong analytics data and building a strong case that may win over corporate decision makers.
::Broadening the Measures of Online Influence
Neville Hobson
http://www.nevillehobson.com/2007/07/17/broadening-the-measures-of-online-influence/
Measuring online influence is moving beyond searching a name, counting subscribers and reading rankings. Edelman's Social Media Index not only uses a new methodology but also embraces emerging social media, such as Facebook and Twitter.
::What Should Every Company Be Monitoring?
http://www.thenewpr.com/wiki/pmwiki.php?pagename=WhatToMonitor.HomePage
The following list, created and expanded through a collaborative effort, offers some ideas about what companies should be monitoring online.
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