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  • For those who bear the burden of introducing me at a conference...
    Katie Delahaye Paine (twitter: KDPaine) is the CEO and founder of KDPaine & Partners LLC and author of, Measuring Public Relationships, the data-driven communicators guide to measuring success. She also writes the first blog and the first newsletters dedicated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of question in order to help her clients better understand their relationships with their constituencies. People talk, we listen..

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June 23, 2008

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Edward O'Meara

I agree with the thought that it's all about cost of relative share against specific hard objectives. The people I've known and worked with across advertising, direct marketing, events and PR use this manner of approach. Their purpose in using certain metrics, such as "counting eyeballs" is less about putting a dollar value on all the eyeballs than it is to establish a competitive share/cost metric for purposes of measuring improvements or impact. I also agree that the most dangerous folks are those (usually PR) who report that they delivered 3 gazillion dollars in ad-like value.

Meryl Steinberg

At last, someone making metric sense. Albert Einstein had this sign over his desk: "Not everything that counts can be counted, and not everything that can be counted counts".

kdpaine

Mike, I don't know of any polling that's been done but I've been encouraging organizations who ask me what they should do to ask their customers, not me! So maybe someone will get the idea.
Kami,
I have to argue that "share of conversation over time" doesn't show value. Obviously if you're not increasing your clients share of conversation there's no value. But if you show that over time, your client's voice is increasingly being heard in the marketplace, or that its positioning or messages are increasingly being incorporated into the conversation, why wouldn't that be of value?

Kami Huyse

Are you getting high on Caramel Lattes again, lol? By the way, I love caramel in ANY form.

I like the idea of Share of Coversation, and figuring the cost of getting to that conversation is an interesting academic excercise; however, most of my clients won't use it. This measure just emphasizes that we are a cost center and over time it doesn't show value - which is what I am always trying to get at. That is why I like the cost comparison among marketing tactics and so on. Maybe a Share of Conversation among marketing tactics would be a good way to go.

I am open to your thoughts.

I do think that you are on to something in looking for more competitive analysis. However, you will have a hard time ever knowing the budget of your competitor.

Mike Chapman

Hello. Great blog and I hear really good things about your efforts in this area. I don't know how you do it but it seems to me that the effectiveness of the individuals involved in a social media campaign will make the real difference. Their ability to connect online and to influence others using interpersonal skills. Of course that is still a very micro measurement. Have any major corporations polled their customers to see what percentage of them have been motivated by social media communications? Is there any data from traditional sources that blends with new measurement techniques? Thanks again for being such a leader on this. I hear so many good things about you and your work.

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Measure What Matters

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