As the social space begins to mature and more attention is paid by marketers on how you can provide some type of measurement on your outreach efforts through social media channels, efforts are being made to define benchmarks for metrics. To that end, Joe Thornley, of Thornley Fallis Communications, has organized a Social Media Measurement Roundtable for May 20th, 2008 in Toronto. There are some very smart and accomplished people coming (yours truly included), and we will be spending the day debating and trying to establish “dashboards” for measurement and assembling the results in a white paper for social distribution. The participants hail from Communications, PR, Marketing, Analytics, and the social media space. Kudos to Joe & team for doing the heavy lifting and organizing this session.
As those who know me, or read my blog, are aware, I’m a wee bit of an oddity in the social media space because while recognizing the power (and necessity) of community, communications and honest engagement, I also come at the space from an integrated marketing standpoint and recognize the need for brands to continue to “brand”, that awareness still matters at a certain point in the interaction/funnel, that there will always be a “next” but history and context still matter, businesses need to sell stuff, and that the digital tools (and creative) used can impact the nature of the interaction… among other things! To that end, a few of the issues I’m very interested in talking about is interaction and engagement from the “time spent engaged”, “long-tail” & “opt-in” aspects. I’d also love to hear from the community on any questions or points you would like raised during the day-long session!