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Measuring the Networked Nonprofit

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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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November 18, 2008

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oil mill

My other frustration is that most corporations are not at the level of sophistication that they can appreciate all this. last year's presentation by Bill Margaritis (FedEx) at the IPR Summit on measurement was a visionary statement from a company that does get it. But I recall Bill saying that it took him about 10 years to get internal buy-in. This kind of company is rare. Keep up the good fight.

Rebecca Rose

Katie,

I swear I just had this exact conversation with a few C-Suite types last Friday. They are starting to come around, but still are unaware of exactly how valuable transparency is. After giving a long-winded talk about the value of this and what it does for your customer relationships I had them ask me "well, what if we just want to get our name out there but not say it's us - just go around commenting how great our product is everywhere". ARE YOU KIDDING!!! I wanted to slam my head into the table.

The only response I had that really resonated with them was when I asked them what they would do if someone came up to them on the street and asked what they thought of the product. I asked if they tell them how great it is and all the great features and not tell them they work for the company? If they asked how you knew so much or why you liked it, would you lie? If so, how do you think they'd feel later that day when they saw your face in a magazine and realized you worked for the company. My guess? Not great. In my opinion, they'd have just wasted the opportunity to build trust and a great relationship. This seemed to resonate some, but the lawyer was still questioning the legal ramifications of what's said. UGHHH!!!!

Anyway, thank you for your great post. I'm definitely not giving up the fight and I'll be forwarding it to a few C-Suite types today. They love me...really, they do. ;)

Mark Story

Katie,

I should be horse-whipped for not commenting on your blog or contacting you before this. In talk-radio-terms, long-time admirer, first-time commenter.

In addition to my day job as Director of New Media at the SEC (the AIG mention seems familiar..) I am adjunct faculty at Georgetown -- where I use your amazing "Measuring Public Relationships" as one my of textbooks. I am also part of the Shel Holtz six degrees of separation universe.

I cannot use enough superlatives to describe how you have helped me and other "make the case" for truly measuring the effectiveness of public relations efforts through your text and blogs.

I often comment on your ideas, and in fact, did so just this morning in a blog post: http://tinyurl.com/5gv26v

If you find yourself in the Nation's Capitol at any point in the coming months, my students would swoon to have you as a guest speaker.

And Barbara Coons is one of my colleagues at Georgetown. Small world!

Best regards,

Mark Story

Derek Forrest

Growing up you hear how trust is the foundation of any relationship – well at least I did. The more experiences you have in life, the more that notion becomes clearer and clearer. AIG is a great example of trust thrown out the window – good luck with the rebuilding process.

Transparency is definitely a road to trust. As our lives continue to be ported online through our engagement with social media, everything is becoming much more transparent. In 20 years the President-Elect will have all of her/his Tweets, Blogs, Facebook account, MySpace account, etc, dissected as a way of judging their trustability. Greater transparency is upon us and it would be wise to hold ourselves accordingly – your brand depends upon it.

On a side note, it was a little difficult finding your subscribe link but that may just be me. Looking forward to reading more of your posts in the future.

Amber Naslund

Katie,

I adore your straight talk.

The hardest part is the difference between OUR definition of stupid sh!t, and theirs. When you've looked at your world myopically for years, it can take a sledgehammer between the eyes to alert you to the fact that you, indeed, have been the one doing stupid sh!t.

So the question I've been mulling: we know it's stupid. They don't. How to keep bridging the divide?

Thanks for the thought provoking stuff.

Marshall Sponder

Hey Katie,

Do you have a post or paper on how you measure the trust level of a corporation, including non-profits?

Just curious. I mentioned your post today in one I just wrote http://www.webmetricsguru.com/archives/2008/11/transparancy-is-the-new-it-for-social-media-but-hard-for-corporations/

Thanks again,
Marshall

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