New High Score

Analytics. Visualization. Data. Design. Marketing.

Measuring ‘Social Media’

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Liana Evans points us to Forrester’s Four Is of Social Media Measurement from this 2007 piece by Brian Haven.

To quote

“Marketing’s New Key Metric: Engagement” by Brian Haven of Forrester Research identifies four areas of engagement that can be measured. Engagement is the name of the game when it comes to social media and measuring successes and failures.

  • Involvement: Just how involved is the community you’re engaging with? Are they visiting your site? Are they subscribing to your blog? How many video views do you have? Did they request information from your site or from a member of your team?
  • Interactions: How are your efforts working in the way of gauging interactions? Are fan visits to your fan page increasing? Have those fans started conversations? How many replies to a post in a forum have you received? How many comments are your blog posts getting?
  • Intimacy: Intimacy demonstrates the level of comfort/love/hate your audience feels with your company brands, products, or services. How much user generated content such as videos, photos, blog review sites or even threads in forums are being generated around your company? How many ratings are you receiving? What is the sentiment of your ratings or product/service comments?
  • Influence: Just how much influence are your efforts (or those of other influencers) having on your strategy? How willing are people to recommend you? Did you get a brand awareness lift with your efforts? Are influencers sharing their opinions and are they creating user generated content around your products/services?

More on this soon, I hope.

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Written by newhighscore

September 1, 2009 at 10:11 am

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