ImpactWatch Blog

• Dilbert on the Accuracy of Metrics

• How to Use Social Media Metrics – SEO.com

“Social media marketing doesn’t quite lend itself to such metrics. After all, in a world of anonymity, like an online community, how can you really measure engagement or influence? Is there a way to glean useful, objective data?”

• The AVE debate: Measuring the value of PR – Brand Republic

Will this recession finally sound the death knell for the use of ‘advertising value equivalent’ and will other monitoring techniques take its place, asks Cathy Wallace.

• Beyond Clicks And CPMs: A Look At ‘Engagement’-Based Ad Deals – PaidContent.org

CPMs are the default standard for buying display, and paid search ads get measured in clicks. But when it comes to valuing a social-media sponsorship, “advertorial” content on a magazine site or even a virtual-world campaign, there’s a growing consensus that neither of those metrics is good enough.

• A New Formula for Measuring PR Success – Convince & Convert

A conversion rate methodology would put the final stake in the heart of the batch and blast press release era, which emphasizes building media lists, not media relationships.

• Social Media Metrics: Measuring your Campaign – Off Madison Ave

Therefore the real problem becomes how you go about measuring success if not through direct ROI? Answer: By measuring everything else.

• ROI in Social Media: A Look at the Arguments – eModeration

With the publication this month of the Internet Advertising Bureau’s ‘Social Media Ad Metrics Definitions’, it seemed a good moment for me to write about the thorny subject, and have a look at some of the controversy around the measurement of ROI in social media.

• Measuring Social Media ROI: A Case Study (Plus: Tweet to Beat Winners) – @tferriss – 4 Hour Workweek

In this post, we’ll look at some real numbers (total capital, conversions, redemptions, etc.) from my latest educational non-profit campaign, the Twitter-based Tweet to Beat.

• The Dating Game: How Do I Pick a Vendor? – The Social Analyst

So let’s say your organization is already on board with this whole social media thing and has given you budget to start monitoring this stuff. Congratulations! but now there is a new challenge, who do you get to do this for you?

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Photo courtesy of Philo.

Tags: Advertising Value Equivalent, AVE, CPMs, Engagement, ROI, social media metrics, social media monitoring

This entry was posted on Friday, May 15th, 2009 at 2:05 pm and is filed under Media Measurement, Media Monitoring. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.