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How Does Your Social Media Campaign Measure Up?

October 2, 2007 by Kami Huyse

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Tomorrow I head up to New Hampshire for the Institute for Public Relations 5th Summit on Measurement to sit on a panel with measurement guru Katie Paine, Shel Israel and Todd Parsons of BuzzLogic.  I need your help.

The name of our session is “How to Measure the Impact of Blogs and Other Consumer-Generated Media,” and it is a question that I have struggled with on this site often.  Katie wants us to answer the following questions, and knowing that my readers are very informed, I would love to have your thoughts on the following questions:

  • Should there be standards for measuring social media? And if so, what are the barriers to their being created?
  • Should we even be measuring the ROI of social media? Or is it so fundamentally valuable, like the telephone, that we can’t do business without it?
  • If we should measure it, what should we be measuring?
  • What is so different about measuring social media, can’t we just apply traditional PR and Marketing metrics? If not, why not?
  • Traditional advertising and marketing needs numbers? Do we really need those numbers and if so what should those numbers be and how should they be derived?
  • If you are looking to measure the “ROI” of social media, what does the “R” stand for – -in other words, what return should we expect.
  • How reliable are the current measures of social media?
  • What does the industry need to do to improve the reliability?

The brainchild of Katie Paine, the summit looks to be one of the most information-packed conferences that I will attend this year and I think that the focus on measurement for social media could not have been more appropriate.

Related posts on measurement from me and others:

  • Communication Overtones Measurement Category (measuring audiences, measurement tools, etc)
  • “Engagement” Is Not A Metric, It’s An Excuse » Occam’s Razor by Avinash Kaushik
    Measuring Social Media Efforts : [chrisbrogan.com]
  • Web Strategy by Jeremiah » Companies that Measure Social Media, Influence, and Brand (check the comments in this one for a list of resources)
  • My Measurement Delicious Link, subscribe to get new measurement info as I find it (link is at far right on bottom of the page)

tags: Measurement, Social+Media, IPR, Institute+for+Public+Relations

Filed Under: Industry Trends, Measurement

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

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