Comments on: A Draft Social Media Metrics Model

By: Eric Siegmann

Eric Siegmann — Thu, 07 Jan 2010 22:03:59 +0000

Thanks for this valuable, albeit older, post Douglas. I referenced you in my own blog where I setup a basic framework on the customer’s social media objectives: http://tinyurl.com/yb9kcy4

Let me know if you have any insights on that!

By: » Top 40 + 200 Blog Posts on Social Media Spotlight Ideas

» Top 40 + 200 Blog Posts on Social Media Spotlight Ideas — Mon, 09 Nov 2009 22:27:47 +0000

[...] A Draft Social Media Metrics Model – Webwalker – May ‘08 [...]

By: The 10 Communication Objectives of Social Media

The 10 Communication Objectives of Social Media — Mon, 22 Jun 2009 13:50:33 +0000

[...] The 10 Communication Objectives of Social Media:Generate AwarenessDrive TrialProduct LaunchEstablish Need/WantProduct/Service ComparisonPositive AssociationForm/Change OpinionInfluence the InfluencersDrive action/trafficEstablish/Regain Trust [...]

By: video conferencing setup

video conferencing setup — Fri, 20 Mar 2009 06:19:20 +0000

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By: Mabel

Mabel — Tue, 28 Oct 2008 08:15:22 +0000

Thanks for writing this.

By: Ari Herzog

Ari Herzog — Thu, 11 Sep 2008 01:13:53 +0000

Why Isn’t PR Aligned with Social Media?…

Can you help me understand why public relations and communications firms are seemingly disconnected with the social media world?Earlier this week, for instance, Chris Brogan suggested Douglas Welker w……

By: How Should We Measure Social Media and Social Networking? | Usability Counts, a blog about Usability and User Experience, and Social Media

Tue, 09 Sep 2008 21:28:14 +0000

[...] a blog in Canada (that explains it!) has come up with metrics for social media. They linked off to this white paper [...]

By: notizblog

notizblog — Mon, 08 Sep 2008 16:06:58 +0000

[...] dritter Beitrag zum Einstieg in das Thema stellt der Artikel “A Draft Social Media Metrics Model” von Douglas Walker dar, der das “Pferd” zunächst einmal von der Zieldimension aufzieht – denn er ist der [...]

By: Business,Uncategorized | 10 Communications Objectives of Social Media — Recycle Email

Wed, 03 Sep 2008 01:00:20 +0000

[...] Walker has an interesting post where he wants to talk about metrics for social media. That’s great, and I encourage you to go [...]

By: dwalker

dwalker — Tue, 02 Sep 2008 22:58:54 +0000

Interesting to see a bunch of new comments based off Brogan’s post related to this.

Thanks for the thoughts everyone.

Several comments refer to the listening versus speaking aspect. And I actually did not discuss listening in the post on purpose, since almost all needs for communications in marketing and PR start with a need or a trigger that translates into an objective, which leads to strategies and ultimately tactics.

Listening is an extremely important aspect of social media, but it does not really translate into a communications objective. An objective is a measurable goal and thus it provokes a reaction directed AT the potential audience. Listening might result in some communication opportunities like Ron lists above, but most of those are not measurable objectives.

1. Thank/Acknowledge Reviews and Comments – Not an objective.

2. Find Powerful Advocates – Lead up to my “Influence the Influencers”

3. Curtail Complaints – I don’t know how this would be considered a communications objective. You can re-channel complaints via social media, but I don’t think you can curtain them. Unless you mean by actually addressing a complaint and thus limiting its spread.

4. Correct Misinformation – Covered by my “Form/Change Opinion”

5. Identify New Needs / Opportunities – This is an objective and an important one, but it is a bit vague.

6. Competitive Research – Valid point, but research of any kind is usually to make more informed decisions or exploit competitive weaknesses, etc. While a critical part of the communications function it is not really an objective.

7. Find Opportunities to Promote Resources that Promote You – This is an interesting one and one that merits inclusion in the list.

8. Build list of Influentials to Target – Lead up to my “Influence the Influencers”