Comments on: Social media metrics

By: Jason Ryan

Jason Ryan — Fri, 28 Mar 2008 20:04:17 +0000

real efforts that provide value to the audience they target can see a sustainable increase.

Absolutely spot on, John. Persistence of commitment (irrespective of any short term results, or lack of) is the hallmark of any successful relationship.

By: John Johansen

John Johansen — Fri, 28 Mar 2008 13:10:22 +0000

I really like that point about the performance/mileage. That’s probably the point that gets lost most when considering how to measure social media. The returns on a social media campaign, targeted at a long-term goal, isn’t a straight line. The longer it continues, the better the return without an equal increase of input.
Of course, that also means a decrease in control.

I’m purposefully not calling that effect ‘viral’ because that connotes a short-term burst of recognition that usually quickly fades. But, real efforts that provide value to the audience they target can see a sustainable increase.

By: Jason Ryan

Jason Ryan — Wed, 26 Mar 2008 19:58:46 +0000

Thanks John. To really push the metaphor, social media will not only drive you in the right direction, but will (if done well) improve your performance/mileage over time. In plain english, I think it is important that we see social media as part of a longer term strategy (our SOI's have a 3 year focus), and we need to plan and measure for those sorts of timeframes.

Che: I look forward to the results of your project. And I would give LinkedIn a shot, it can be exceptionally handy for connecting with people outside NZ.

By: John Johansen

John Johansen — Wed, 26 Mar 2008 03:44:12 +0000

Jason, you make the point that the social media community seems to be coalescing around. That social media needs to be measured against the larger strategic objectives.

To steal from my own metaphor, it’s not so much a question of how far the piece of media got you, as making sure it continued to drive you in the right direction.

By: Che Tibby

Che Tibby — Tue, 25 Mar 2008 02:29:53 +0000

The good news is that this all looks like something that i’m actually working on now!

And I agree, if you can’t tie your social media projects to the SOI then why are you playing with them… social media should meet a need, not resemble a stab at a nice to have.

As for linkedin? Still not convinced.

By: Jason Ryan

Jason Ryan — Tue, 25 Mar 2008 01:01:37 +0000

Thanks Leon. I'm not picking the election as a social media watershed here: I think we are at least one cycle off that point. I do agree that LinkedIn will really surge in the next 12 months.

Thanks for the pointer to the Paine book: I have ordered myself a copy...

By: Leon Hudson

Leon Hudson — Tue, 25 Mar 2008 00:03:11 +0000

In New Zealand social media is only a small part of the media mix, however, it is growing quickly and it will be interesting to see what influence new media has on this years general election. Will new A-list blogs develop? I personally wonder how http://www.linkedin.com/ will progress during 2008.

Jason, I recently read “Measuring Public Relationships – The Data Driven Communicators Guide to Success” by KD Paine”. It is a very digestible book and may interest public relations professionals and students who are interested in PR measurement and evaluation.