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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

The best social media measurement metrics

Consumed => “Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value” by Avinash Kaushik on Occum’s Razor.

=> My value add (i.e., left a comment)…

Once again, thanks Avinash. It was bold and refreshing of you to be willing to deviate from your norm.

That being said, and far be it for me to pick a fight with The Master, I’m not so sure I agree with the Applause metric. My (personal?) problem with the Like & Company is it has no context. That is, maybe even more dis-Liked something. IMHO, the Like in its current form only shows: of the people who saw *and read* the update, how many of those people moved the cursor across the page, hovered over a link and then clicked that link. While not mindless, it’s pretty close, yes?

Therefore, in other words, it boils down to: The update made a number of impressions; some of those actually paused to read my update; some of those people might be pro-Like and bothered to click a link labeled Like; and it is always true that no one clicked the link labeled dis-Like.

I suppose it’s better than nothing. We can have that discussion some other time :) None the less I think it is very important the true context of that metric be understood. The definition of impression is pretty loose and you also might not have a pro-like crowd and/or material that triggers a Like in what is often a playground-esque setting (i.e., people don’t go on FB to do work, do they?)

Also, at the risk of repeating myself and at this point sounding like a broken record – if that metaphor is still valid :) – my belief is link tagging (a la Google URL Builder) is a useful tool that is too often overlooked. Tagging when paired with a URL shortener that provides analytics (e.g., can help to gather real data. For example, in using the URL Builder format I treat each update as a unique “campaign”. That is, in a way, the link in each update is not really that different from a banner (for which is URL Builder’s original intent) that drives traffic back into my site.

Please note: Aside from tagging the links back to your own site, you can also tag links to the other sites/pages that you share. The URL shortener’s analytics will let you watch the activity on those links too. And while I don’t yet do so myself I’m beginning to warm up to the idea of also logging the actual message posted. That is, trying to understand (for example) if a particular hash tag on Twitter seem to draw more clicks.

As you noted, today’s social media measurement tools might not be idea but much like anything in this wild world wide web west, it’s a work in progress. Getting involved sooner means figuring it out sooner. Getting involved later will only delay the development of the muscles necessary to do the necessary heavy lifting.

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