THE CHALLENGES of SoCIAL MEDIA MEASUREMENT THRoUGH THE LENSE of
onlineinfluence
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ONLINE INFLUENCErs arE at thE CENtEr OF sOCIaL mEdIa INItIatIvEs.Many companies are working on measuring online influence to identify these influencers.
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MEASURING ONLINE INFLUENCE IS COMPLICATED...
Why?
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who’s #1 influencer?
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well, it depends...
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health
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health
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tech
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tech / cell
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tech / cell / hacking
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INFLUENCE Is CONTEXTUAL –IT HAs MULTIPLE DIMENsIONs.It depends on the topic, on the influencer’s network, and it depends on you!
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to measure each dimension, there are disparate datatypes.
Participation happens across multiple platforms. For each platform, there are different ways of measuring performance.
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how ComPAnies usuAlly thinK About influenCe meAsuRement
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simplify the problem – one dimension,one platform.If influence means how much others talk about your content,
and if retweets measure of how your content travels,
then retweets measure influence.
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limiting the scope limits the insights.
The value of the measurement is often lost before starting the computation.
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complexify the solution – the ‘secret sauce’.
Mathematicians apply their science and build complex algorithms. Measurement Marketers want to impress customers with the ‘silver bullet’ to measuring influence.
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IT’S noT (only) ABoUT THE mATH. IT’S ABoUT wHAT yoU mEASUrE.
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IT’S NOT ABOUT MARKET SHARE. IT’S ABOUT cREATINg TANgIBlE vAlUE TO INcREASE MARKET SIZE.
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ULTIMATELY, MEAsUrIng onLInE InfLUEncE rEqUIrEs A MorE fLExIbLE ApproAch.
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so, how can we achieve it?
By embracing the chaos.
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5 Rules to meAsuRing online influenCe
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focus on framing the problem. it’s key.
Rule 1
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embrace the multiple dimensions.
Collect Data. Turn it into useful Information. Look for Patterns. Learn. Iterate.
Rule 2
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build complexity into your model as needed.
Rule 3
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enable flexibility through modularity.
Add, swap, change data sources, platforms, and algorithms without disrupting the whole system.
Rule 4
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share The findings To gain insighTs.
You just can’t do it alone.
Rule 5
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facebook.com/onlineinfluence
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thAnK you!
facebook.com/onlineinfluence
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