Measurement Metrics Around Twitter

The Echo Communications team is working with a dynamic and innovative team of creative artists at Capital C to drive media coverage around the Hypercube initiative.

If you haven’t yet heard about this brilliant campaign, you can check out the Social Media News Release or read some of the great articles that have been written about it, such as this one by Jennifer Wells at the Globe and Mail, or this one by Media in Canada or these posts by Jesse Hirsh. Or, if you’re going to MESH next week, you can hear Capital C creative director, Angie Kramer, speak about it on the WoM panel being led by Sean Moffitt.

To monitor the buzz that’s been generated through this campaign, we’ve been using Radian6. It does a great job of tracking everything from blog posts to online news feeds to tweets, and it’s certainly made my life a lot easier in knowing who is saying what about @thehypercube

But the one area where I find it falls short (are you listening product development peeps at Radian6?) is taking monitoring (of Twitter, specifically) to a measurement level.  For example, I’m able to run a great report that shows me the details of more than 3,000 tweets that reference @thehypercube (this excludes any tweets made by @thehypercube). But what it doesn’t do is offer any details as to the impact of the ‘conversations’ that are taking place.

It would be great if there was a quick and easy way to run a measurement calculation that figured out what the value of each tweet is (or each impression – if you look at it from a marketing/advertising perspective).

In the early days of my PR career, we would measure the column space of each article with an advertising equivalent (today PR folks use MRP or other approaches – but that’s a post for another day). To measure the value and net impact of Twitter buzz, perhaps it’s as simple as plugging everything into a spreadsheet and creating some fancy formulas to figure it out. But I would ideally like to see a quick and easy way to do this within Radian6!

What’s clear to me, is that the world of PR and marketing is in desparate need of best practices for social media measurement. So many great tools exist to monitor buzz, but now we need to find a way to put a dollar value to each blog post, tweet, re-tweet or comment.

~ JE (Twitter: JodiEchakowitz)

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