- Volume of buzz - how many posts in different media from blogs to forums and MSM [mainstream media] via what they call a River of News.
- Engagement level - by measuring on topic posts and comments.
- Buzz topics - what's being talked about in relation to your brand.
Sunday, 5 October 2008
Probably the most debated, and most perplexing, issue in social media at the mo, is how do you measure a campaign. Paul F has some good thoughts on it and the crowd involved in social media measurement camp have been making some great headway.
For me, the slightly more pressing issue is
"how do you convince a client of the value of engaging in a social media campaign"
- particularly a client who isn't familiar with social media, [or one that thinks Facebook will lead to your website getting hacked.]
I guess it's the same kinda thing as measurement, but usually put in a more blunt way i.e.
"how does social media help me sell more stuff?"
I reckon if you can answer this question in 30 seconds with geeking-out massively, then you are onto a winner, and are a better man than I am. [When I say 'answer', I also mean prove].
This is as far as I've got:
social media = engagement = favourability = likelihood to buy
It's not scientific and at the moment I can't prove the correlation. But, I'm getting a bit farther with the middle bits [engagement = favourability].
The tool I've been having most success with is Radian 6. Using simple boolean search [like Google] it allows you to measure stuff like:
The nifty thing about Radian 6 is it allows you create powerpoint friendly images of the analysis. Here's one I prepared earlier that shows the volume of buzz around Asda and three search terms:
Plus, you can produce word clouds of all the things being said about a brand:
I guess the only draw back is that it isn't great at filtering by country. If you set it to pick up only UK ones, then it just picks up .co.uk domains and UK based IP addresses, which excludes lots of UK blogs and forums.
Still, it allows you to show that your client is being talked about and what's being said. Plus, you can click through on each post to get a favourability score. All of which allows you to talk sensibly about a brand's level of engagement.
I'm sure I've more to learn but Radian 6 seems a good starter for ten.