Tomorrow I will be attending an all-day conference in London, “Monitoring Social Media” – a vast and fairly new area. Within 2 years time I suspect this topic will be mainstream – we’ll have well-established tools for measuring our reputation online. Until then, we’ll all be playing with a mix of devices within our toolbox.
For my amusement I have been monitoring the online performance of 2 UK politicians – George Osborne versus Peter Mandelson – to illustrate the issues around online measurement. I use Your Web Brand to track media news mentions (trad. media) versus the level of mentions they receive in blogs.
What’s interesting is that the biggest news media stories for the two politicians, by mentions alone, didn’t always produce the most sustained discussions in blogs. Traditional media is able to influence “hits” and misses of a story – but online ’stickiness’ is governed by other forces. Understanding these latter forces is what makes this area so interesting.
The attached is a slideshow I recently gave to an industry association as a way of introducing the topic. When I present on this stuff I always sense the audience wants to see the bigger numbers surrounding the hits/misses for their brand or company. Which is easy. But with the new tools at our disposal we can actually learn much more!
The slideshow introduces the topic of ’stickiness’, but more importantly about understanding when to engage with your audiences.
Filed under: Uncategorized , measuring social media, Social Media
