Comments on: The State Of Social Media Measurement (aka Brand Monitoring and Listening Platforms)

By: Lessons for Social Media Stakeholders, Part I « Yahoo! Advertising Blog

Lessons for Social Media Stakeholders, Part I « Yahoo! Advertising Blog — Wed, 21 Apr 2010 00:13:13 +0000

[...] The State Of Social Media Measurement [...]

By: PR Newswire Enters Social Media Monitoring Race | Social Media Explorer

PR Newswire Enters Social Media Monitoring Race | Social Media Explorer — Mon, 06 Jul 2009 10:01:30 +0000

[...] The State of Social Media Measurement (attentionmax.com) Tags: buzz monitoring, conversation monitoring, measuring social media, PR Newswire, Radian6, Scout Labs, Social Media, social media monitoring, social media ROI Social Bookmarking [...]

By: briantroy

briantroy — Wed, 01 Jul 2009 00:15:42 +0000

I get troubled by the notion that there will be a ranking/scoring algorithm for Social Media akin to Page Rank or Nielsen – simply because that system will inevitably be mired in the mess that is authority and influence. I get that rank is what the PR/Marketing crowd wants, and I understand why, I just doubt the efficacy of any such ranking.
More to my point, we tend to seek a single “lever to pull” which directly results in revenue (sales) – but that is a myth. The reality is – what generates and keeps customers is consistent execution across a business. As you put it, it is the decision making processes. More importantly, it is the quality with which those decision making processes accurately reflect the needs/wants of the target market across the spectrum of business activities.

Understanding who the influencers/authorities are is important, but it is far more important to do the right things based on the insights gained. Doing that enables the influencers to to carry your message for you with authenticity and credibility. Putting influencers/authorities in your pocket and failing to execute the on the insight is just more top down marketing.

For my money – it is all about the insights applied across the business.

By: maxkalehoff

maxkalehoff — Tue, 30 Jun 2009 17:35:57 +0000

Kate, smart comment. You sound like a highly intelligent, well-educated consultant at a strategy firm whose customers are Fortune 1000 companies. There's definitely a place for that, and the high level insights and strategy you offer clients in that context absolutely depends on human augmentation. But there are vast, minute, in-the-trench operations that will be influenced by social media which are more clearly connected to mundane business operations. Those are the mini, productized apps I see eventually making a difference. For example, I'm intrigued by simple integration of listening feeds into CRM systems like Salesforce.com or Netsuite -- where companies don't take on social media measurement as some sort of standalone art or high level strategy, but, instead, quietly plug it into a standard, mature business operation and do business better. The answer actually can be simple, and does not necessarily require a boil-the-ocean approach.

Agree, the space is immature.

By: maxkalehoff

maxkalehoff — Tue, 30 Jun 2009 17:25:40 +0000

We agree in many ways, but when I say focused mini-apps, I'm talking about data that automatically, without questions, influence transactions. When that happens, you move closer to a currency. For example, television viewers are bought and sold off of Nielsen currency data, as are keywords on the Google Adwords marketplace. Surfacing unanticipated questions is important is important — but those are insights, not directly tied to transactions and exchange of dollars.