Listening to Brian Solis is always inspiring and seldom more so than today at Social Shakeup here in Atlanta. His perspective on the future of business is so amazingly astute mostly because of the effort he’s gone to understand how we are doing everything so differently from reading books to running companies. As he explained, he had to rethink how he wrote books after watching how people read books today. I think it worked, as you can see from my review here.
So naturally I started applying his perspective to measurement.
And that brought on a major aha moment.
As a measurement geek, I always fantasize about the measurement tool of the future – an app on my iPhone or iPad app that you could just wave and shake and get your most recent metrics. It would instantly show you the most recent correlations between your earned media conversions, and update you on the performance of every program in a chart like this.
And that brought on my second "AHA" moment. The magic measurement app would have report very different metrics depending on your department.
If I were a CMO or CEO, I’d want to see the results of earned media in my marketing mix model, complete with revenue targets and performance against goal for each discipline (i.e. pr. Social media, digital, direct mail, events, IR, External Comms etc.
Most PR people would be perfectly happy with an app that would spit out the Earned Media Value or the Ad Value Equivalency when you waved it over a story in the local newspaper.
The more sophisticated of them might prefer it spit out their Kick Butt Index or a ratings score based on the story’s content.
The social media people would wave it at their Facebook page, Twitter stream, YouTube channel and Pinterest page and come up with an engagement score.
Obviously it would have to be quite the app. I wonder if it wouldn’t it be easier to put all those people in one room and see if you could get them to agree on one app that would reflect the true value of your department on the business?