Jun 08
6
What I want in Social Media Measurement
Further to my post a couple of weeks ago on A Draft Social Media Metrics Model for the Social Media Measurement Roundtable, I wanted to mention what I think might be a good interface for a Social Media Measurement offering. It comes from this believe:
We are NEVER going to agree on standard metrics for Social Media Measurement, but that doesn’t matter.
I want to roll my own metrics.
What we can agree on is that there are a large series of data points available from page views, time spent, widget installs, “friends”, RSS subs, etc., etc. and many marketers want the same type of metrics (engagement, influcence, reach, etc.), but what no one can agree on is what alogorithm of data points will become the Neilson of Social Media.
So what I want is the Yahoo Pipes of metrics. A dashboard where I can take any feed or datapoint stream, combine them, divide them by each other, graph them, and spit them out in a format that makes sense for whatever campaign I am working on. If I want to call keywords searched per hectare of ad impressions an “Engagement” metric, so be it.
Because I truely believe that measurement wonks are going to debate and/or protect their secret sauces forever, but an open-source, object-oriented approach to statistics and measurement is in my opinion one thing that will allow us all to stop debating and start bringing some actual meaning to social media measurement.