My post on Mashable today is about measuring social media ROI for business. This was a difficult post to write for several reasons.
First, I know there are a lot of smart people already talking about this and I wanted to make sure I added to the conversation. It’s hard to do that when there hasn’t been a ton of progress or much movement in the last 12 months. In the research I conducted, I found the same themes in blogs tackling the subject today as I found in those from a year ago.
Second, there’s still no answer. It depends on the tactic, the audience, the objectives, the measurement tools and the department (i.e. PR or Marketing) conducting said measurement. That’s just one of the reasons I feel in large organizations, social media fall under the guidance of the PR team. I’ll address that in another post.
Finally, communicators or experts in this space need to come up with a set of measurement guidelines for the value of a conversation. In the absence of any proposed guidelines for social media measurement, we’ll see the regurgitation of the same points time and again. For example, PR firms generally agree that the value of an article placed in a newspaper is three times that of the value of an advertisement in the same paper of roughly the same size. I’m sure there’s some sort of study out there that supports it, but it seems pretty arbitrary as a rule of thumb. But it’s something.
So here’s my question: who should be tasked with developing standards for social media measurement? What organizations are already working on it? How do you measure social media success for your company?
My buddy Josh Dilworth, who works for Porter-Novelli on all things social media, added me to a list of new bloggers worth reading. I really appreciate the consideration, and I figured I’d spread the love by adding a couple of bloggers I’m paying attention to these days that you might be interested in following as well (in addition to Josh, who always shares links to stories days before others are talking about them).
Since my interest lies at the intersection between communications and social media, I thought I’d focus on blogs in that space as well:
- Adam Metz over at MetzMash is a young PR specialist who produces exciting content about social media and public relations topics, as this recent post illustrates. What I like about his writing is that it’s direct, it’s challenging and it’s passionate. This is a new blog that I only stumbled upon recently, but I’ve enjoyed it, including Adam’s willingness to take a contrarian view on popular topics and help us to think about them differently.
- My former colleague and dear friend, Georg Kolb, recently launched a blog titled Corporate Communications Compass. However, this is a blog in appearance only. Georg is one of the smartest PR practitioners that I’ve ever encountered and his posts address overarching changes and challenges facing our industry. The content is extremely rich and well researched, making this essential reading for anyone interested in the future of communications. Georg recently relocated to Europe, so it will be interesting to see if and how this affects his writing.
- Ed Lee’s blog is called Blogging Me Blogging You. I’ve always been impressed with the caliber of his writing as well as his ability to summarize and produce content at an analytical level beyond his years in the industry. Although we started in PR around the same time, Ed’s blog is a source of inspiration as to the type of thinking we need to support from young PR people to prepare our companies for the next phase of social media communications.
So what about you? Are there any up and coming young bloggers (young in terms of time blogging, not age) that you recommend reading?
If so, please share them in the comments or on your own blog and link back to this post.
Photo credit: john_a_ward on Flickr
The blogosphere by its nature is unstructured, messy and disjointed. This often makes it difficult for newcomers to find blogs that reflect their interests. Of course you could do a Google Search for “PR blogs” or try the same search on Technorati or Ice Rocket.
But there’s a much simpler way thanks to Guy Kawasaki and Alltop. Alltop doesn’t require you to test a bunch of keywords to find the most relevant results. Instead, it employs a social algorithm to identify the top blogs divided by category.
And recently, they added a category for PR blogs.
I’m not included yet, but hopefully I can crack that nut in the next 12 months with your help.
(Hat tip to my buddy Josh for the head’s up on this.)