Comments on: A reaction to “patented” social media measurement model http://navigatecommunications.com/2008/12/14/a-reaction-to-patented-social-media-measurement-model/ navigating the new communication climate Fri, 12 Mar 2010 06:37:50 +0000 http://wordpress.org/?v=2.6 By: laurent http://navigatecommunications.com/2008/12/14/a-reaction-to-patented-social-media-measurement-model/#comment-30200 laurent Fri, 19 Dec 2008 16:03:38 +0000 http://navigatecommunications.com/?p=82#comment-30200 David, I think along your lines. Influence and relevance are indeed key building block for measuring the people dimension of social media. As a matter of fact, influence and relevance are concepts we've instrumented at the core of eCairn's social media marketing platform (for exemple we measure the influence within niche community : like knowing the influence of each blogger within the community of 700+ computer security bloggers). Even more, we have measures on the level of influence a group of marketers have in their community. I can show you if you're interested. Laurent David,
I think along your lines. Influence and relevance are indeed key building block for measuring the people dimension of social media. As a matter of fact, influence and relevance are concepts we’ve instrumented at the core of eCairn’s social media marketing platform (for exemple we measure the influence within niche community : like knowing the influence of each blogger within the community of 700+ computer security bloggers). Even more, we have measures on the level of influence a group of marketers have in their community.
I can show you if you’re interested.
Laurent

]]> By: dbradfield http://navigatecommunications.com/2008/12/14/a-reaction-to-patented-social-media-measurement-model/#comment-30084 dbradfield Wed, 17 Dec 2008 22:09:15 +0000 http://navigatecommunications.com/?p=82#comment-30084 Some of the metrics that go into defining the "value" of a person in a social network or community include factors like influence (online reach and visibility), relevance (to the topic and within the broader network) and authority (or credentials if you like, as a subject matter expert or content enthusiast). Sentiment is important in the context of an overall conversation. A person's position on a topic over time will often shift in its intensity. Those are some of the considerations I like my team to apply. Some of the metrics that go into defining the “value” of a person in a social network or community include factors like influence (online reach and visibility), relevance (to the topic and within the broader network) and authority (or credentials if you like, as a subject matter expert or content enthusiast). Sentiment is important in the context of an overall conversation. A person’s position on a topic over time will often shift in its intensity. Those are some of the considerations I like my team to apply.

]]> By: laurent http://navigatecommunications.com/2008/12/14/a-reaction-to-patented-social-media-measurement-model/#comment-30063 laurent Wed, 17 Dec 2008 16:33:06 +0000 http://navigatecommunications.com/?p=82#comment-30063 David, I'm curious about the metrics that do include a 'person' component. I see a growing interest in concepts like influence, sentiment...are the components you're thinking of along those lines? L David,
I’m curious about the metrics that do include a ‘person’ component. I see a growing interest in concepts like influence, sentiment…are the components you’re thinking of along those lines?
L

]]> By: dbradfield http://navigatecommunications.com/2008/12/14/a-reaction-to-patented-social-media-measurement-model/#comment-30059 dbradfield Wed, 17 Dec 2008 14:47:01 +0000 http://navigatecommunications.com/?p=82#comment-30059 You got it, Laurent. Most marketers aren't used to considering the person unless they're talking about research. They often only think about the channel and how to manipulate it to maximum effect. Social media should force marketers, and more specifically communicators, to rethink the significance and importance of a 1:1 relationship. <italics>I am a person. I am part of a network. My friends and connections care about what I think and what I say. It carries weight. I may not always be relevant but among my peers, I'm credible.</italics> This is the mindset many major marketers still don't get and aren't willing to measure. As you say, metrics will have to (and do in more progressive campaigns) include a "person" component. Thanks for the insightful comment! You got it, Laurent. Most marketers aren’t used to considering the person unless they’re talking about research. They often only think about the channel and how to manipulate it to maximum effect. Social media should force marketers, and more specifically communicators, to rethink the significance and importance of a 1:1 relationship.

I am a person. I am part of a network. My friends and connections care about what I think and what I say. It carries weight. I may not always be relevant but among my peers, I’m credible. This is the mindset many major marketers still don’t get and aren’t willing to measure. As you say, metrics will have to (and do in more progressive campaigns) include a “person” component.

Thanks for the insightful comment!

]]> By: laurent http://navigatecommunications.com/2008/12/14/a-reaction-to-patented-social-media-measurement-model/#comment-30037 laurent Wed, 17 Dec 2008 04:28:10 +0000 http://navigatecommunications.com/?p=82#comment-30037 David Rebounding on your last paragraph on 'niche communities and 1:1 communication'; A couple of years ago, I remember a blogger who, in the context of a post on advertising, said: I'm not a click, I'm not a keyword, I'm a person. That last part is key I think because it's the core of social media. The metrics will have to include a 'person' component. It may not be down to the individual but to a community which is, I think, what you meant by targeted results. Laurent David
Rebounding on your last paragraph on ‘niche communities and 1:1 communication’;
A couple of years ago, I remember a blogger who, in the context of a post on advertising, said: I’m not a click, I’m not a keyword, I’m a person. That last part is key I think because it’s the core of social media. The metrics will have to include a ‘person’ component. It may not be down to the individual but to a community which is, I think, what you meant by targeted results.
Laurent

]]>