working in media this is what we are looking at. But the really interesting thing is when you take brand data by week and co-relate it against the difference between running a TV or press campaign and someone downloading, embedding or passing on something

then social media will get its real value

the bit on owned vs earned reminds me of the way a football player’s contribution is sometimes measured. I.e. Goals and Assists.

I’ve always preferred players who were all about the assists:

John Barnes, Peter Beardsley, Paul Scholes

Thus ends my light metaphor

Keep up the good work.

Really great post and excellent attempt to pin down something that really is so hard to measure.

I think, however, there is a bit of a gap, which is action. Surely the point of doing any of this stuff is to effect the bottom line (increasing sales – either from new customers or existing users) so I think there is some value in looking at sales volumes (and values where appropriate) and seeing if there’s any correlation. Obviously this is massively dependent on the type of product or company, but there are ways to monitor where sales came from and I could see potential examples of how this can be linked back to social media campaigns.

I’m currently revising for the Interactive Media Strategies exam and this list will provide a great starting point for the ‘evaluation of online campaigns’ section.

I’ll be sure to share this with fellow students!

I think one of the only things I would question is the relevance of dwell time – given the rise of tabbed browsers (With IE now having it as standard as well as the rise of Firefox), tabs may be opened and not checked until later, could this skew that particular measure?

It’s awesome to see similar types of things in terms of measurement popping up at the same time – this kind of measurement stuff is pretty much standard in every idea we pitch to clients, love the synchronicity of it all.

Great post and thanks for putting all the stuff in one place