Marc van Bree, who blogs at The Dutch Perspective about cultural perspectives and public relations, has penned a new series of posts for orchestras who want to participate in new media. Marc is the public relations coordinator for the Chicago Symphony Orchestra.
The series, while obviously a good fit for orchestras, also has a a much broader appeal. In the series, he included a post on measurement that I found helpful for anyone interested in how to make all this social media stuff make sense. And conveniently, it fits together with a series of posts I have been intending to put up about what and how to measure social media campaigns.
Triad of Measurement
Sticking with things that are musical, when I talk about which things are measurable I break out my Triad of Measurement analogy (which is adapted from Avinash Kaushik's strategic concept of Trinity and Katie Paine's idea of measuring Outputs, Outtakes and Outcomes).
- Interest: How interested are people in [insert name, thing, company]
- Attitude: What attitudes do people hold about [insert name, thing, company]
- Action: What actions, that matter from a business perspective do people take as a result of your campaign.
So with my advance apologies to Marc, I am going to take his suggested ideas for measuring and fit them into my own framework. He does a pretty good job of listing many of the things that belong under each category:
Activity (page views, unique site visitors)
Community (who is your community) My note: While this is not really measurement, this research will give you some insight into the potential interest of your stakeholders
- Demographics (age, location, income etc.);
- Psychographics (lifestyle, behavior, values etc.)
Conversation (what is the community talking about)
- Conversation Index (ratio between blog posts and comments-plus-trackbacks);
- Influential Ideas (memes; how long does a message remain in the arena of public opinion and interaction)
Connectedness (what is your relationship with the community)
- Relationships and Connections (influence within a specific community)
Content (what is the focus of the community)
- Relevance (how relevant to my company is a particular blog post);
- Tone (what is the sentiment associated with the response, positive, negative or neutral)
Participation (what is the community doing; what are its actions)
- Engagement (the recipient not only responds to a message but acts on it as well);
- Community Activation (specific actions; are recipients reacting to the message)
Hopefully that gives some good insight into what to measure. I will cover how to measure each part of the Triad over the next week or so.