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    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 16, 2008

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» Is "Un" the New "2.0"? from Acronym
I've been seeing a lot of "un" things lately (and so has David Patt, who writes about it here). Unconferences are becoming more common, unsessions are in, and now KDPaine & Partners are proposing an "unstandard" for measuring success in... [Read More]

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My only concern would be creating a perfect 'ideal' for a competitor or contemporary. For example, organisations in the same market probably won't have the same key messages. Instead could you create a sector-wide ideal against which you can compare? Hope this makes sense.

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The good news is that it works for both traditional and social media and enables you to track progress over time and against the competition or peer institutions. This is how it works:

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Attensa (the client) and their two top competitors.

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Then your 'sentiment factor' of +1 or -1 is something I've done in conjunction with an SEM firm successfully for a client, where we measure positive, negative and neutral coverage for Attensa (the client) and their two top competitors.

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the same group as those using unethical (or illegal) methods of marketing. How about link-baiting or trolling? Splogging? Still under

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I think any posting could be considered the opposite of "optimal content" if it engages in one particular type of conversation as you mentioned, without being varied.

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Then your 'sentiment factor' of +1 or -1 is something I've done in conjunction with an SEM firm successfully for a client, where we measure positive, negative and neutral coverage for Attensa (the client) and their two top competitors.

Our monthly reports have turned into something extremely actionable from a PR perspective.

You've simply taken it to a whole new level.

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Then your 'sentiment factor' of +1 or -1 is something I've done in conjunction with an SEM firm successfully for a client, where we measure positive, negative and neutral coverage for Attensa (the client) and their two top competitors.

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Then your 'sentiment factor' of +1 or -1 is something I've done in conjunction with an SEM firm successfully for a client, where we measure positive, negative and neutral coverage for Attensa (the client) and their two top competitors. - never!

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Just a observation for you to consider would be; that often we Humans are not as organized in our thinking. This is to say that multiple items on your list are often mixed into one communication for non-obvious reasons.

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I like the thought that must go into determining optimal content.

You were fabulous at BlogPotomac, BTW. Look forward to learning more from you. ;-)

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My only concern would be creating a perfect 'ideal' for a competitor or contemporary. For example, organisations in the same market probably won't have the same key messages.

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This, because the brain like any other muscle in our body depends on blood flow to do its thing and the higher your metabolism and ability to sustain physical exercise at an beyond your aerobic threshold, the better 'oiled' is the machine to deliver continuously on what makes all of us smarter - learning.

It's hard to learn anything when you are tired, it's even harder when you are stressed and learning is what allows your brain to build more connections between neurons, which can potentially fire and give you ideas, helping you be more creative, think faster or even just make the right decision ahead of the wrong one. Worst of all, many of the high pressure jobs out there today requiring continuously operating at stress-levels, make learning all but impossible, so cycles of burn-out are not uncommon. We work hard, feel under pressure to do things better, smarter, faster so we get stressed, making it harder for us to learn howadf to do things differently, so we then get frustrated, which of course makes us even more stressed... you know the drill.

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I've been advocating this kind of un-standard (great concept) for quite some time now. I'm glad you put a name on this, as this might help counter the hype surrounding standards for social media measurement. In addition, standards should be seen as something of the past in a time and age when there are so many communities, media, tools, platforms, etc. To each brand, to each campaign, a unique set of metrics and indicators. However, I think our industry should agree on mutually accepted standards and metrics, such as the 27 ones you use.

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28) Schadenfreude
There is no shortage of troublemakers who are not criticizing, not showing dismay, and not making a joke, but simply raising hell in a conversation for the sheer joy of it. Most YouTube, Slashdot and 4Chan comments are made by this type of person.

29) First to post!
Is this the digital equivalent of staking your flag in the soil? Is it conversation, self-verification or merely annoying? ;^)

I was going to add "Policing" (e.g., reporting a bad member on a social community), but I suppose #13, "Giving a heads up," covers that.

Here's a question, Katie. Do you consider spamming and legitimate advertising to be the same? I can't imagine clients would want to be lumped in the same group as those using unethical (or illegal) methods of marketing. How about link-baiting or trolling? Splogging? Still under #2?

(BTW, #28 and #29 — while true — were simply for your amusement. I generally involve myself in #16: Making a joke). ;^)

Jeffrey Kahn

I enjoyed the article and the list of 27 possible interactions. Just a observation for you to consider would be; that often we Humans are not as organized in our thinking. This is to say that multiple items on your list are often mixed into one communication for non-obvious reasons.

Jeffrey Kahn

I enjoyed the article and the list of 27 possible interactions. Just a observation for you to consider would be; that often we Humans are not as organized in our thinking. This is to say that multiple items on your list are often mixed into one communication for non-obvious reasons.

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Thank you from Spain.
The 27 types of conversation helps us to make more professional our online marketing work.

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WebUrs

Thanks for this post, it inspired me to write about measuring conversation in the social media space..... nearly impossible it seems

http://commetrics.com/?p=43

Michael Blowers

The concept of a notional match against 'perfection' holds real value in concept terms for measurement.

My only concern would be creating a perfect 'ideal' for a competitor or contemporary. For example, organisations in the same market probably won't have the same key messages. Instead could you create a sector-wide ideal against which you can compare? Hope this makes sense.

Lindy Dreyer

Sounds similar to the net promoter score, but I like the thought that must go into determining optimal content.

You were fabulous at BlogPotomac, BTW. Look forward to learning more from you. ;-)

Janet Johnson

I'll join your un-standard un-coalition for measurement!

First of all, it's stunning to see you've been able to devise a list of 27 types of conversation... upon a quick perusal, I wasn't able to add to any of them, which is exciting enough.

Then your 'sentiment factor' of +1 or -1 is something I've done in conjunction with an SEM firm successfully for a client, where we measure positive, negative and neutral coverage for Attensa (the client) and their two top competitors.

Our monthly reports have turned into something extremely actionable from a PR perspective.

You've simply taken it to a whole new level.

Cheers!

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