Social Media Monitoring

Social Media Monitoring

Beiträge 1-10 von 18
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium-Mitglied   Gruppenmoderator
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    What is your number 1 metric for social media?
    Social Media metrics - assume nothing, question everything

    a) what are your 2 FAVORITE METRICs measuring social media (output, impact, whatever), AND
    b) How has social media helped you personally (finding job, clinching a sale, being happier... )

    How did you measure the outcome?
    ==> Why do you like this measure, why is it better than other measures (e.g., unique visitors versus conversion rate, spending time on Twitter vs. Facebook during work....)

    PLEASE share your experience. There are no right or wrong answers.... Just your wisdom and insights.

    THANK YOU.
    • 01.04.2010, 08:14
  • Olga Henggi
    Olga Henggi    Premium-Mitglied   Gruppenmoderator
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    Re: What is your number 1 metric for social media?
    Hi Urs,

    You asked a perfect W question for our thread: https://www.xing.com/net/smmetrics/after-work-493595/april-f...

    :-)

    Olga
    • 01.04.2010, 10:25
  • Aldo Gnocchi
    Aldo Gnocchi    Premium-Mitglied   Gruppenmoderator
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    Re: What is your number 1 metric for social media?
    Hi Urs,

    I use Google Analytics to measure the time spent on the various pages and i also look what kind of content has the most hits.

    Moreover it's interesting to see from where people come to my page/community (http://socialmediainsight.ning.com), hence I am able to see how effective my communication activities for example on Twitter, Facebook and the like were.

    Personally,I believe that quantitative measurements are not the right scale for measuring social media activities.
    What counts more for me is the participation of my members, the quality of their contribution and also what the they think and feel (write) or share on specific content.

    To sum up: It's the qualitative aspect that seams to be more interesting for social media activities.

    The now question is:

    How do you measure the qualitative aspect?
    For me it is a subjective evaluation that matters - I had to chose specific variables (qualitative) that i evaluate.

    Looking forward to other insights...


    Something for my own interest:

    Please become a Member on Social Media Insight and share your insights, knowledge as well as questions!

    To sign-up:

    http://socialmediainsight.ning.com


    Thank you very much!
    • 01.04.2010, 10:40
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium-Mitglied   Gruppenmoderator
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    Re^2: What is your number 1 metric for social media?
    Aldo, You start of with the usual culprits

    - pageviews for particular entry pages
    - referral from where (twitter, facebook, search engines, etc.)
    - keywords used to search and ending up on which page
    - bounce rate
    - etc.


    But then you really raise the most interesting issue..... qualitative.... a huge category in itself. You try to narrow it down a bit by mentioning thinks like:

    1 - participation of my members (measured by number of contributions?),
    2 - the quality of their contribution (wow how do you measure that, very interesting) and also
    3 - what the they think and feel (write) or share on specific content (how do you scale that?)


    Aldo you raised a heck of a lot of important issues, care to address the last three above... Put differently can you or anybody else flush out the details on points 1 through 3 above please.

    Also, can you tell me which one of the three above is your favorite and why you like it the most.

    Great stuff thanks.
    • 01.04.2010, 13:21
  • Aldo Gnocchi
    Aldo Gnocchi    Premium-Mitglied   Gruppenmoderator
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    Qualitative Measurements for Social Media - Case: Social Media Insight
    Hi again,

    Ok let me try to explain how I "measure" the qualitative aspect for social media.


    ******************* Participation *********************************

    yes urs, you can measure the amount of contributions - but then we are back to the quantitative aspect of measuring:

    For me participation means:

    To write blogs, to be an active user in forums - like you urs on social media insight.

    Also how many people a member brought to a specific community or blog (refferals). for me it's easy to figure out who reffered people to my site (Word of Mouth - WoM).
    To be an active member!

    How do i figure it out?

    1. I ask questions during the sign-up phase. ex. where did you hear from social media insight?

    ************************** http://socialmediainsight.ning.com **************************************

    2. I use other social networks like Xing, linkedin or Facebook and look who is connected whome.

    So i can try to figure out if someone recommended my page to another new member. Which is very important theses days - recommendations.

    It is also easier to interact with active users and to ask them to bring more new members into a group, blog, etc.

    Crucial:

    It is important to identify opinion leaders who act as catalyst for your social media actvity! The also serve you as endorser.

    Another way to measure the participation is to get an impression about the members activity on blogs, foums, etc.

    It's easy to see who is a good contributor or not.

    Just go through your page/blog/community and see who brings in good points, etc.


    ************************************** Quality of contribution ***************************************************

    To be able to asses the quality of user generated content, one needs to have specific knowledge in the discussed topics. If you don't have enough knowledge yourself, you might not be able to evaluate the quality of contribution.

    So if i have the impression that for example a blog contains valuable information, i can make a judgement about the quality.

    Important: this judgement is subjective. What i see as good might not be good for someone else. You see the problem of qualitative measurement/evaluation.

    The best might be to ask peers concerning the quality.
    So, as an assessor you need to build categories/factors that you can later on evaluate/validate by using polls, surveys and so on. It is a kind of triangulation by using qualitative and quantitative measurements.

    The combination makes the difference!

    ********************************* What people feel and think *******************************************************

    You can get valuable insights simply by asking your members. Almost every community allows to send mails or to chat. the simplest way is to directly interact with your community/members.

    What is the biggest problem with a qualitative approach?

    YOU NEED A LOT OF TIME!!!

    Yes, it is very time consuming. But, you can make samples that are small and who can deliver valuable insights for further activities (improvements, changes of all kind, etc.). The time invested is worth it.


    My favorite variable is:

    Quality of Contribution.

    I hope i could give you some ideas about how i manage qualitative measurements for social media. Maybe my advantage with Social Media Insight is that this community is small and well-arranged.


    Regards, Aldo
    • 01.04.2010, 14:59
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium-Mitglied   Gruppenmoderator
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    Re^5: What is your number 1 metric for social media
    Aldo

    Great contribution.... quality of contribution is your favorite metric.

    So how do you standardize this so you can systematically measure your members or blog writers level of quality as far as contribution is concerned.

    What you outline seems important but how can anybody else follow this approach.... You have it in your head and go ahead and assess or you proceed according to a system

    1 - characteristic of a high quality contribution is ....
    2 - characteristic of a high quality contribution is

    If you just would have it in your head it might work for you but not for a large organization nor the taxman :-)

    Please help me a bit here and anybody else who likes to jump in pls feel free to do so!
    Dieser Beitrag wurde am 01.04.2010 um 15:19 Uhr geändert.
    • 01.04.2010, 15:18
  • Aldo Gnocchi
    Aldo Gnocchi    Premium-Mitglied   Gruppenmoderator
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    Re^6: What is your number 1 metric for social media
    As you thought it: it is in my head.

    I could try to make it more systemtic - unfortunately this will need a lot of time. I will think about a system for the metric quality of contribution.

    I hope you don't mind if i will let you know about this after easter.

    What would be very interesting is to know what other members of Social Media Monitoring think.

    I'll post you a more systematic approach soon.

    Regards, Aldo
    • 01.04.2010, 16:03
  • Tim Gier
    Tim Gier
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    Re^7: What is your number 1 metric for social media
    Urs:

    The discussion so far has been fascinating and the important differences between quantitative & qualitative measurements cannot be understated.

    As I am writing this, something that I said days ago on Twitter was just retweeted, in Latvian!

    http://twitter.com/dz_t/status/11483472026

    What metrics can help me to understand that? I don't know that there is one.

    I asked last night (again, on Twitter) how everyone can talk about "influence" when few even agree on what influence is or what it means. Some take it to mean how many followers, or how many mentions, or how many retweets a person has. Is it right to say that celebrities, for instance, who have tons of followers are influential at all? Is anyone really influenced by this http://twitter.com/JohnLarroquette/status/11180479722 ?

    But, who can't help but look at the numbers? As was said above, trying to make sense of the qualitative side of things is time consuming hard work that yields indeterminate results at best. It's far easier to count comments, retweets, referrals and the like, and I do myself it to distraction every day!! My blog and my "reach" on Twitter is too small for any of those numbers to mean anything definitively, but I have to obsess over them anyway.

    So here I've prattled on without saying much of anything really, other than that I hope that somewhere out there the things I talk about might make just a little bit of a difference. Time will tell.

    Tim
    • 02.04.2010, 17:25
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium-Mitglied   Gruppenmoderator
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    Re^8: What is your number 1 metric for social media
    Tim

    I love this especially the link to the JohnLarroquette tweet... and I really wonder about the 19 people that re-tweeted his tweet (a bla bla tweet about nothing sensible...)

    The difficulty measuring Twitter influence I posted a link to a white paper here - very interesting stuff indeed:

    Twitter influence - the million follower fallacy
    ===> http://www.xing.com/net/smmetrics/free-resources-checklists-...

    Also very important is your forum post with responses about weak ties here:

    ====> http://www.xing.com/net/smmetrics/free-resources-checklists-...

    In organizational literature, influence vs. authority or as some call power has been a research issue for decades. All we can say is that influence in organizations is hard to measure because it lacks clear boundaries. While with authority, you either have it and can approve my travel budget or you don't. In the latter case, you as my boss will have to go and get a signature from a person higher up in the hierarchy... But what about the guy who influences you not to go for that signature because she is jealous of me going to Berlin to attend a meeting.

    Quantitative measures seem easier to collect and work with than qualitative ones. Nevertheless, as long as they represent vanity metrics, why should we care.... except be entertained and feel good about it. Unless it rings the cash register, it will not help pay the office rent at the end of the month.

    So if influence is your 1st metric you want to use, I hope you can measure it. Thanks sooo much for this valuable contribution.
    • 02.04.2010, 17:53
  • Tim Gier
    Tim Gier
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    Re^9: What is your number 1 metric for social media
    Thanks Urs!

    Your response reminded me of this very short video and then the written transcripts of the full interview with Valdis Krebs.

    http://blogbrevity.posterous.com/hidden-influencers-and-soci...

    http://www.odomlewis.com/blog/social-capital-who-has-influen...

    http://www.odomlewis.com/blog/social-capital-influence-part-...

    Happy Easter!
    Tim
    • 02.04.2010, 22:21