Comments on: The Outcome is Better http://heatherthoreson.com/2009/02/26/the-outcome-is-better/ Measuring the unmeasured world Wed, 22 Apr 2009 21:54:15 +0000 http://wordpress.com/ hourly 1 By: Sarah Lokitis http://heatherthoreson.com/2009/02/26/the-outcome-is-better/#comment-7 Sarah Lokitis Sat, 28 Feb 2009 21:23:13 +0000 http://heatherthoreson.com/?p=16#comment-7 How to measure social media is a conversation that is happening a lot lately. I found a blog by Don Bartholomew, Metrics Man, called Proving the Value of Public Relations. In one of his posts, he discusses the future of PR measurement. He acknowledges these may all turn out to be wrong, but generally he thinks there will not be one way to measure outcomes. Many measuring applications will become available and word-of-mouth measurement will be important for PR measurement. What he describes as "Cross-platform/domain measurement" is a concept that will be interesting to see how tools can be developed in order to measure the impact an individual has on a topic through several media and word-of-mouth sources. The Metrics Man also lists a useful blogroll on other measurement blogs that point to different ideas and case studies. http://metricsman.wordpress.com/2008/09/08/the-future-state-of-public-relations-measurement-2013/ How to measure social media is a conversation that is happening a lot lately. I found a blog by Don Bartholomew, Metrics Man, called Proving the Value of Public Relations. In one of his posts, he discusses the future of PR measurement. He acknowledges these may all turn out to be wrong, but generally he thinks there will not be one way to measure outcomes. Many measuring applications will become available and word-of-mouth measurement will be important for PR measurement. What he describes as “Cross-platform/domain measurement” is a concept that will be interesting to see how tools can be developed in order to measure the impact an individual has on a topic through several media and word-of-mouth sources. The Metrics Man also lists a useful blogroll on other measurement blogs that point to different ideas and case studies.

http://metricsman.wordpress.com/2008/09/08/the-future-state-of-public-relations-measurement-2013/

]]> By: Nicole Fiorella http://heatherthoreson.com/2009/02/26/the-outcome-is-better/#comment-6 Nicole Fiorella Sat, 28 Feb 2009 16:18:43 +0000 http://heatherthoreson.com/?p=16#comment-6 Hey Heather, I agree it is definitely more important to know who is reading your blog and if they are actually reading it; rather than visiting. After reading our assignment in PR 2.0 this week I thought CEO of FASresearch.com, Neil Gorenflo, expressing similar concerns. The interview he gave for the book also explained ways bloggers can establish better measurement for blogs, and how simple segmentation of race and gender is not enough. Gorenflo said you need to start with understanding how the information flows and then create the ideal structure to measure it. You may want to check out their website. I’m sure you could find great information on new forms of measurement. Hey Heather,

I agree it is definitely more important to know who is reading your blog and if they are actually reading it; rather than visiting. After reading our assignment in PR 2.0 this week I thought CEO of FASresearch.com, Neil Gorenflo, expressing similar concerns. The interview he gave for the book also explained ways bloggers can establish better measurement for blogs, and how simple segmentation of race and gender is not enough. Gorenflo said you need to start with understanding how the information flows and then create the ideal structure to measure it. You may want to check out their website. I’m sure you could find great information on new forms of measurement.

]]> By: Heather Thoreson http://heatherthoreson.com/2009/02/26/the-outcome-is-better/#comment-4 Heather Thoreson Fri, 27 Feb 2009 06:04:20 +0000 http://heatherthoreson.com/?p=16#comment-4 Thanks Mandy. Katie Paine is a very good resource since her blog is specifically about measuring new social media. To answer your last question, I do not think the measuring of traditional media is the reason that new media is moving online. I think it would actually be a reason why companies would avoid going online. Measurements for new social media are not as well defined as measurements for traditional media. For traditional media, companies might only get a certain audience responding to their surveys or phone calls, but they knew how to get in touch with their publics and how to quantify the data. I feel like companies are still working through the kinks on reading the results for new social media. Thanks Mandy. Katie Paine is a very good resource since her blog is specifically about measuring new social media.

To answer your last question, I do not think the measuring of traditional media is the reason that new media is moving online. I think it would actually be a reason why companies would avoid going online. Measurements for new social media are not as well defined as measurements for traditional media. For traditional media, companies might only get a certain audience responding to their surveys or phone calls, but they knew how to get in touch with their publics and how to quantify the data. I feel like companies are still working through the kinks on reading the results for new social media.

]]> By: Mandy Smoot http://heatherthoreson.com/2009/02/26/the-outcome-is-better/#comment-3 Mandy Smoot Fri, 27 Feb 2009 03:03:13 +0000 http://heatherthoreson.com/?p=16#comment-3 Knowing how many relationships you created through new social media is by far the better approach to measurement. Katie Paine elaborates on your point in her blog, http://kdpaine.blogs.com/. She explains that new tools that allow you to count purchases and engagement are now available. For example, Google Analytics allows you to see where people who visit your site are coming from and how they interact specifically with your personal site. Not only do these new tools provide accurate measures, but they also help improve your online results. Paine compares her views on measurement in new social media to Andy Atherton’s post from “Advertising Age”, http://adage.com/digitalnext/article?article_id=134818. Atherton mentions the scale and value of TV, a traditional form of media. It would be interesting to see if there is a correlation between traditional social media and new social media. Is measurement the main reason that traditional media like TV and print are moving online? Knowing how many relationships you created through new social media is by far the better approach to measurement. Katie Paine elaborates on your point in her blog, http://kdpaine.blogs.com/. She explains that new tools that allow you to count purchases and engagement are now available. For example, Google Analytics allows you to see where people who visit your site are coming from and how they interact specifically with your personal site. Not only do these new tools provide accurate measures, but they also help improve your online results.

Paine compares her views on measurement in new social media to Andy Atherton’s post from
“Advertising Age”, http://adage.com/digitalnext/article?article_id=134818. Atherton mentions the scale and value of TV, a traditional form of media. It would be interesting to see if there is a correlation between traditional social media and new social media. Is measurement the main reason that traditional media like TV and print are moving online?

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