Saturday, October 20, 2007

KD Paine on Social Media Measurement

A few quotations from KD's talk:

There is no market for your message. Does it matter that you reached eyeballs? Or does it matter that you engaged people in a conversation?

Spin is dead. Long live transparency. If you want to increase trust, increase your transparency.

ROI doesn't mean what it used to. If you're just measuring hits then you're in trouble (HITS = How Idiots Track Success). Measure what people are doing with the content you provide.

KD is suggestion people look at Forrester's approach to engagement: Involvement, Interaction, Intimacy, and Influence.

KD is also working on a transparency index, which is a combination of what you disclose because you have to, because you want to, and because it's the right thing to do.