Comments on: Blog Impact at the IPR Summit on Measurement http://www.bivingsreport.com/2007/blog-impact-at-the-ipr-summit-on-measurement/ The Bivings Report (TBR) is a source of news, insight, research and analysis on the web-based communications industry. TBR content is posted, created and managed by internet strategists, media/communications analysts, web developers, designers and programmers, all of whom are employees of The Bivings Group. Sat, 13 Mar 2010 00:36:11 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Kami Huyse http://www.bivingsreport.com/2007/blog-impact-at-the-ipr-summit-on-measurement/comment-page-1/#comment-260576 Kami Huyse Mon, 15 Oct 2007 20:45:08 +0000 http://www.bivingsreport.com/2007/blog-impact-at-the-ipr-summit-on-measurement/#comment-260576 I believe it is critically important to measure social media. I think that the tools to do so are becoming more and more sophisticated. But as you probably know, even among those that measure web metrics, there is much disagreement about how accurate they are. For instance, is it all about eyeballs (page views) or conversion? Just to name one controversy. I do think it is important to have the higher level conversations about why measurement in this space matters and I think the heart of it is that we have to figure out ways to measure relationships. There is a tiny number of people that actually engage in the social part of social media; however, they tend to be influencers in the media and with their circle of friends that reach beyond the Internet. There are so many approaches to this issue and proprietary algorhythms that are being developed. It would help if we did know what the basis of measurement would be. But, it is so specific to the goals and objectives of the organization that I think that any standards would have to be both flexible to the desired use and scalable to the size of the campaign and/or organization. As such, I think that meaningful standards are still a complicated issue. Would love to learn more about what ImapactWatch does. Thanks for the comments about our panel. Next year, case studies? I believe it is critically important to measure social media. I think that the tools to do so are becoming more and more sophisticated. But as you probably know, even among those that measure web metrics, there is much disagreement about how accurate they are. For instance, is it all about eyeballs (page views) or conversion? Just to name one controversy.

I do think it is important to have the higher level conversations about why measurement in this space matters and I think the heart of it is that we have to figure out ways to measure relationships.

There is a tiny number of people that actually engage in the social part of social media; however, they tend to be influencers in the media and with their circle of friends that reach beyond the Internet.

There are so many approaches to this issue and proprietary algorhythms that are being developed. It would help if we did know what the basis of measurement would be. But, it is so specific to the goals and objectives of the organization that I think that any standards would have to be both flexible to the desired use and scalable to the size of the campaign and/or organization. As such, I think that meaningful standards are still a complicated issue.

Would love to learn more about what ImapactWatch does. Thanks for the comments about our panel.

Next year, case studies?

]]> By: The Ineffable Metrics of Success « Public Relations Rogue http://www.bivingsreport.com/2007/blog-impact-at-the-ipr-summit-on-measurement/comment-page-1/#comment-260548 The Ineffable Metrics of Success « Public Relations Rogue Mon, 15 Oct 2007 18:02:11 +0000 http://www.bivingsreport.com/2007/blog-impact-at-the-ipr-summit-on-measurement/#comment-260548 [...] a different twist on the same topic, check out this post by the Bivings Report on a recent PR conference on measurement. Now I’m the first to admit I [...] [...] a different twist on the same topic, check out this post by the Bivings Report on a recent PR conference on measurement. Now I’m the first to admit I [...]

]]> By: shel israel http://www.bivingsreport.com/2007/blog-impact-at-the-ipr-summit-on-measurement/comment-page-1/#comment-260525 shel israel Mon, 15 Oct 2007 16:17:29 +0000 http://www.bivingsreport.com/2007/blog-impact-at-the-ipr-summit-on-measurement/#comment-260525 I'm sorry we did not better meet audience expectations. Joining the conversation is not just about leaving comments. It's about one person, either at the top or bottom of an organization saying something that is valuable or interesting and the word spreading from one blog to another until a great many people become aware of the subject. The conversation can be started by a person with three readers or 300,000. The point is that conversations are no longer controlled by people who want to maintain command or control. I cannot tell you how to measure it, because that is not my purview. I can tell you when the measurement does not make sense to the conversation. I’m sorry we did not better meet audience expectations. Joining the conversation is not just about leaving comments. It’s about one person, either at the top or bottom of an organization saying something that is valuable or interesting and the word spreading from one blog to another until a great many people become aware of the subject. The conversation can be started by a person with three readers or 300,000. The point is that conversations are no longer controlled by people who want to maintain command or control. I cannot tell you how to measure it, because that is not my purview. I can tell you when the measurement does not make sense to the conversation.

]]>