Archive for the ‘Metrics’ Category

Social Media Measurement

February 28, 2007

Metrics and Social Media are big topics, with big questions being voiced around the conference tables of most corporate marketing departments, and PR firms. The questions tend to be centered around, what can be measured, and who can measure it. Because of the major adoption of Social Media by corporations, measurement companies have made a great deal of progress over the past few months on what can be measured, and who is measuring it.

Some companies such as Nielsen BuzzMetrics, Brand Demensions, and Cymfony have led the way for many other companies who now offer Social Media measurment services. These companies are in an on going process of developing ways to bring metrics to the table, for Social Media. One component of Nielsen BuzzMetrics measurement is CGM, or consumer generated media. In other words, what is the word around the blogosphere. Who is saying what, and what are they saying? Of course that is a simplified explanation of what is a very scientific approach to collecting and compiling measurement data.

On the more meat and potatoes side of measurement are podcast hosts that have the ability to offer a form of measurement and host companies like One Up Web, that have developed an integrated company to offer measurement with their hosting services. PodTractor’s measurement includes:

 Which domains are subscribing to and downloading your podcasts
 When and what your audience is downloading
 What percentage of your subscribers are loyal
 Easily identify iTunes subscribers and their unique behavior versus other subscribers
 Measure 100% of your audience, not a small sampling like Arbitron or Nielsen
 What podcast episodes and series are most popular
 How many subscribers you have for the series and each episode

One benefit of Social Media measurement is it can often be more accurate, and of more use, than traditional mass market broadcast media metrics. The very nature of Social Media’s subscription and downloading protocols insure a sound starting point for measurement. Social Media also has intangible effects on the social, cultural, and branding side of marketing, areas that are hard, if at all possible to measure, but in this New Media market place, carry ever increasing weight.

I’ll close this blog entry with an up to date list of companies that measure Social Media, which I got from Jeremiah Owyang’s blog

Ongoing list of Companies that Measure Social Media: (Leave a comment if you know of others)
▪ Factiva
▪ Umbria
▪ Buzzlogic
▪ Cymfony Acquired by Taylor Nelson Sofres, in Feb 07
▪ Biz360
▪ Nielsen BuzzMetrics
▪ BrandIntel owned by Brandimensions
▪ MotiveQuest
▪ Market Sentinel
▪ Onalytica
▪ Attentio
▪ Technorati & Edelman
▪ Politizbuzz, French opf Scanblog
▪ CIC Data, Chinese
▪ Integrasco, Norway
▪ Wavemetrix (uk)
▪ Kavaa (US)
▪ Relevant Noise (US, Digital Grit spinoff)
▪ Unica (US)
▪ Millward Brown Precis (UK)
▪ Gala (Japan)
▪ IBM Webfountain (everywhere, but US-based)
▪ VMS (via a BuzzMetrics partnership)
▪ Lotame: Matches Social Networks with ads
▪ Respected PR ‘Librarian’ Constantin has added more to the PR Wiki
▪ Many Search Engine Marketing (SEM) firms are now offering blogosphere benchmarking. It’s easy to ‘flip the engines’ to listen and report around.

Thank you Jeremiah Owyang for that great list of Social Media measuring companies.

Thanks for the read.

Power to The People…Social Media