Comments on: Measuring the social conversation? More important than ever … http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/ Thu, 17 May 2012 13:15:10 +0000 http://wordpress.org/?v=2.2 By: Andy Hadfield http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25172 Andy Hadfield Wed, 07 Jan 2009 16:10:19 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25172 @Sarah Yup, nail on head. However, online advertising survived and flourished because they found a scientific way of measuring return. PR and Social Media have large overlaps and need to find similar measurement methods or they'll always remain "in the fog"... @Sarah Yup, nail on head. However, online advertising survived and flourished because they found a scientific way of measuring return. PR and Social Media have large overlaps and need to find similar measurement methods or they’ll always remain “in the fog”…

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]]> By: Andy Hadfield http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25171 Andy Hadfield Wed, 07 Jan 2009 16:09:16 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25171 @DONOTVISIT Thanks for that. @DONOTVISIT Thanks for that.

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]]> By: DONOTVISIT http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25169 DONOTVISIT Tue, 06 Jan 2009 23:19:54 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25169 Attention All Site Owners: The following website openly promotes unfair tactics to gain high ranking in search engines! blackhatbootcamp.com Their members use dark art scripts free of charge. Those people are ruining the web! AVOID them at all costs! Attention All Site Owners: The following website openly promotes unfair tactics to gain high ranking in search engines! blackhatbootcamp.com Their members use dark art scripts free of charge. Those people are ruining the web! AVOID them at all costs!

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]]> By: Sarah http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25168 Sarah Tue, 06 Jan 2009 09:56:27 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25168 Measurement online is a massive challenge because translating online activity into offline activity (purchases, votes, attendance) is often not in the hands of the social marketer. Its similar to the measurement issue PR has. We talk about number of people who read/ watched/ listened but its hard to link it to the people who actually did something after reading. when it does well the sales people generally claim the glory. when it goes badly, the PR/ social media experts get the blame. welcome to the world of hazy stretch goals and pie charts :) Measurement online is a massive challenge because translating online activity into offline activity (purchases, votes, attendance) is often not in the hands of the social marketer. Its similar to the measurement issue PR has. We talk about number of people who read/ watched/ listened but its hard to link it to the people who actually did something after reading. when it does well the sales people generally claim the glory. when it goes badly, the PR/ social media experts get the blame.
welcome to the world of hazy stretch goals and pie charts :)

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]]> By: Andy Hadfield http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25159 Andy Hadfield Wed, 24 Dec 2008 05:12:31 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25159 @Shane Slightly cynical, but I get your point. Where we do agree is that "social media" (hate the bloody buzzword) will always mimic real life. Clever, charismatic and intelligent people will garner more following. Shallow, vacuous people will lose following. I think where we're trying to go is more Quality than Quantity, as some of those quotes are saying. How do you measure this? Well now, solve that and you'll make some serious cash in 2009. In SA, I think businesses are still going through the hype cycle, creating online communities and patiently responding (or not responding at all!) to every piece of communication, no matter how inane. The minute an ROI measurement comes into that, they're going to need to find ways to drive VALUE based conversation. To measure, to measure, to measure... A sign of how this might happen, although it is VERY early in terms of development is http://twistori.com/ - The service tracks the words LOVE, HATE, THINK, BELIEVE, FEEL, WISH on Twitter. Starting to try and attach emotional context to the ridiculous stream of data Twitter produces. The same could start happening for business. A measurable, rated feed of data where search = "YourBusinessName +love" or "YourBusinessName +efficient"... etc etc. Early days though... @Shane Slightly cynical, but I get your point. Where we do agree is that “social media” (hate the bloody buzzword) will always mimic real life. Clever, charismatic and intelligent people will garner more following. Shallow, vacuous people will lose following.

I think where we’re trying to go is more Quality than Quantity, as some of those quotes are saying.

How do you measure this? Well now, solve that and you’ll make some serious cash in 2009. In SA, I think businesses are still going through the hype cycle, creating online communities and patiently responding (or not responding at all!) to every piece of communication, no matter how inane. The minute an ROI measurement comes into that, they’re going to need to find ways to drive VALUE based conversation.

To measure, to measure, to measure… A sign of how this might happen, although it is VERY early in terms of development is http://twistori.com/ - The service tracks the words LOVE, HATE, THINK, BELIEVE, FEEL, WISH on Twitter. Starting to try and attach emotional context to the ridiculous stream of data Twitter produces.

The same could start happening for business. A measurable, rated feed of data where search = “YourBusinessName +love” or “YourBusinessName +efficient”… etc etc.

Early days though…

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]]> By: Andy Hadfield http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25158 Andy Hadfield Wed, 24 Dec 2008 05:03:20 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25158 @Alan Yes, very interesting. I'd say it looks like a Google search results feed / Google news feed with the ability to moderate what shows and what doesn't. Quite a nice way of "showing" what the conversation is. But asides from providing you with a count of relevant conversations (something ORM - Online Reputation Management - also does fairly well) it doesn't help us get closer to measuring the quality of the conversation. Check out Google Gadgets - they've got some pretty funky versions of what you linked here... @Alan Yes, very interesting. I’d say it looks like a Google search results feed / Google news feed with the ability to moderate what shows and what doesn’t. Quite a nice way of “showing” what the conversation is. But asides from providing you with a count of relevant conversations (something ORM - Online Reputation Management - also does fairly well) it doesn’t help us get closer to measuring the quality of the conversation. Check out Google Gadgets - they’ve got some pretty funky versions of what you linked here…

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]]> By: Shane http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25147 Shane Mon, 22 Dec 2008 13:09:15 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25147 Is this just another way for alpha-social-media-spurts to up their readership? The best way to do this is as old as the hills, be selective and ignore the rest. Measuring successful social interactions on the web and placing value / rating to these to only bubble out those with "meaning" would indicate a higher degree of preference (through volumes) rather than genuine context. How do you assess a good "conversation"? Is this just another way for alpha-social-media-spurts to up their readership? The best way to do this is as old as the hills, be selective and ignore the rest.
Measuring successful social interactions on the web and placing value / rating to these to only bubble out those with “meaning” would indicate a higher degree of preference (through volumes) rather than genuine context.
How do you assess a good “conversation”?

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]]> By: alan http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25144 alan Sat, 20 Dec 2008 10:52:04 +0000 http://www.techleader.co.za/andyhadfield/2008/12/19/measuring-the-social-conversation-more-important-than-ever/#comment-25144 Interesting to see how people are adjusting their websites to tap into the relevant aspects of these conversations - have a look at this for instance - http://www.37signals.com/svn/posts/1476-ui-design-a-peek-at-extra-extra-an-internal-37signals-app - nice way to put (real) buzz on your site. Interesting to see how people are adjusting their websites to tap into the relevant aspects of these conversations - have a look at this for instance - http://www.37signals.com/svn/posts/1476-ui-design-a-peek-at-extra-extra-an-internal-37signals-app - nice way to put (real) buzz on your site.

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