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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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« Memo to the PR Profession, budgets are there, just not for what we used to do | Main | Another sign that the Conclave is on the right track »

October 01, 2011

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Yana

This was a great post and I couldn't agree more. I think people are losing a sense of reality when they're trying to track what's going on in that exact minute. I appreciate all the wonderful things social media has to offer but when is it all too much.

I enjoyed your last line that just because you can do real time doesn't mean it will result in what is best.

Great read.

Eric

Great points. Real-time provides one piece of the puzzle, but we need to avoid being reactive and analyze the data accordingly before responding

plumber edinburgh

Actually, I’ve learned something this post. Thank you for posting this kind of information about real time is available in Google Analytics.

Karllong

Great post KD and I agree wholeheartedly. The closer to realtime the less interesting information becomes in many ways, information with no reflection and no context, in other words useless.

Todder4News

Spot on assessment of the phrase "real-time". Yes, I can deliver to you nationwide news monitoring services in real-time, like the other services, but even that is not instantaneous. There is a processing delay in all that is monitored.

This falls into what we counsel clients on and that is the, "Just because you can do it, doesn't mean you should". In other words, using a near real-time news tracking report as an analysis end product, just because it includes metrics, is foolish. True, the metrics are very helpful to evaluate one story relative to another, and gauge your impact at that moment in time, but true measurement it is not.

It is for this reason that SaaS measurement firms have difficulty in raising their analysis reliability above that of flipping a coin. Quantitative measures, performed from automated heuristics, are grossly unreliable. We can automate the gathering side of news, but then use trained analysts to make that important decision related to the qualitative aspects of your media results. That is something you should do, and can do.

MikeGRad6

I couldn't agree more. Monitoring gives a sense of how people are reacting to sometime in real time; their first impressions. This has it's place and is useful but you are very right to draw the distinction between monitoring and measurement.

Measurement allows for reflection and provides a wider lens from which to understand how a marketing promotion or a product is trending.

Interesting read!

Michael Girard
Community Engagement, Radian6

KDPaine

Ike, as usual, that's brilliant. Exactly the way it should be. Keep me posted.

Ike

Bless you for saying it.

We're actively separating our Monitoring and Analysis functions (we use Analysis instead of Measurement to highlight that difference further) by putting them in different departments.

Our goal is to train up by the end of the year a team in customer service who will handle the minute-to-minute monitoring, and will be able to engage where it makes sense. Outside of that, though, Measurement and Analysis need to exist far outside of the hamster's wheel, lest you allow recency bias to cause overcorrection.

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