Tag Archives: Klout

Measurement and Monitoring Expanded

5 Mar

MeasureThere are now more reasons than social media to collect online conversation data to analyse. Every section of a PR campaign whether conducted online or offline will  be mentioned on the web some where and at some point. Some people say social media and online conversation monitoring is a phase and will die out eventually when people get tired of the same types of campaign activity. However the social market is always evolving providing new opportunities to make campaigns interesting. The social web is allowing the revitalisation of more traditional campaign tactics such as the PR stunt as Warren Johnson demonstrates in his blog. Johnson claims that now is the perfect time to reintroduce more traditional methods of communication as social media and online conversations provide the perfect platform for success  in measurement.

The excitement of being able to gain bigger insights doesn’t stop at the ability to measure in numbers, there is a new way of deciphering success within communications. K.D. Paine has a view on the progression of media measurement and how the industry needs to redefine it’s valued indicators:

“In the social media environment, the sheer volume of impressions is no longer what really counts. Social media encourages the development of relationships between people and products and/or organizations. And measuring these relationships, often by assessing engagement, is the key to quantifying success in social media.”

This suggests practitioners should be focusing on consumers attitudes and behaviours rather than the number of people reached, a view that can be matched to the evolution in segmenting target audiences. Of course another important factor within modern measurement is examining the influence, for example the difference between a celebrity’s approval in a tweet and the appearance on an unpopular blog. These influencers may not necessarily be famous but will always be some sort of opinion leader or admired individual/organisation, some online tools that are good for measuring influence include:

Klout: This is a free influencer measuring tool that can be used on a personal level or a professional level. For organisations the tool can find top influencers talking about the brand from a selection of social networks including Twitter, LinkedIn and Google+. This is all measured by scoring users of the networks with an influence ranking score.

Kred: This tool is similar to Klout but uses search filters to identify social communities and then within selected communities analyses the social influence on Twitter. The variants examined within Kred to measure at influence level are the ability to inspire others and the reach available to each user assessed by retweets, @replies and new followers. Communities are broken down into specific user groups such as bloggers, tech, publishing etc.

There are different level of measurement established already used in the industry, looking at behaviour and attitude change involve some measurement of conversion. Conversion rates basically look at the number of people transformed from one state to a greater value such as visitors to a site becoming a fan on the Facebook page. Brian Solis‘ book ENGAGE! (2011) examines the different methods of measurement considered when investigating conversion activity (More can be found in the book):

Click-through rates: whereby a user is seen clicking through to a desired site, and completing a desired action resulting in a success in terms of the call to action.

Sentiment conversion: Using online measuring tools the shift in sentiment can be measured, this is a useful conversion rate to monitor as sentiment change can play a large part of strategy and tactics.

Participation and membership: capturing the number of people who become a fan or sign up to be more interactive with an organisation.

Semantic analysis is a new approach to measure online conversation relating to public relations campaigns. Originating from semiotic studies semantics looks deeply into meaning of words and allows practitioners to examine issues or themes surrounding their brand in terms of consumer attitudes. Latent semantic analysis examines words outside of syntax using values of frequency and context in terms of relationships between words to determine meaning and view the attached values to certain subjects, stakeholder groups or news titles. David Phillips explains semantics further on his blog LeverWealth. The concept of semantic analysis is still new to the PR industry and should be adapted for use within the next year or so. For now there are a few good tools that can give impressions on consumers attitudes and behaviours towards products, campaign activity and organisations:

Social Mention: looks at scoring sentiment, likelihood of being mentioned within social media and being part of repeat conversations for individuals, it also examines the range of influence a term has. The top keywords, users, hash tags and sources lists help PRs to distinguish the topics and words consumers associate with a brand or campaign as well as pointing out key influencers.

Twendz: Focuses on Twitter and gives example tweets that relate to the search term, it also illustrates sentiment, gives popular words associated with the topic using WordlCoud and gives a list of subtopics.

Sysomos: Sysomos MAP is a paid tool that applies automated intelligence based on location, key contributors to conversations, time and demographics to produce detailed results. Feedback from Sysomos is easy to understand and is very detailed especially when coming to examine demographics.