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January 27, 2011


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Dear Measurement Standard:
Your RT functionality references @MeasurementStd which is not the correct account - yikes! The stuff you are putting out too good for this! Worse, I've come to realize that this error applies to all your articles!
Best regards,

Dana Todd


Dana Todd

Sorry, slippy fingers today. I meant to say bravo Katie for calling out the truth, as usual. #5 resonates a lot, but I think it's an under-explored area. I think my issue is with the idea of "measuring" influence in general. It's more helpful, in my opinion, to *observe* influence patterns to figure out what's really going on. All of these tweet and impressions and so-called reach do count towards exposure of brands and ideas, but they're deeply insufficient for understanding actions - as you pointed out. My heart goes out to today's marketer, though, because they're incredibly overworked and under-resourced. So I can easily see them saying, "Screw it" and walking away with just the measurements that will make the CEO happy.

Bill Paarlberg

Thanks, Kevin. I think I fixed that. OK now?

Ryan Peeler

Interesting article!

Over the past few years at Lnx Research, we've been spending some time thinking about influence and the way information spreads through networks. It is truly sad to see how many people don't consider your #1 and #2 and #3 to be critically important. We agree - vast quantities of connections (friends, contacts, tweeple, etc.) mean a lot of folks may see what you write, hear what you say, or consider your thoughts, but it doesn't amount to anything if the signal to noise ratio is off. The important thing in spreading a message is to work with the signal and not the noise. In our experience, though, it's a pretty significant effort to properly clean noise and extract signals. Most marketers aren't prepared for that level of effort or cost - they'd prefer to use free and simplistic measurements like Klout and call it "done". We use social network analysis on significant but meaningful data sets, and we find that the reward is worth the heavy lifting in all cases. Your comment about lists really resonates for us; we have found repeatedly that lists are merely a byproduct of good influence analysis - the real value is in seeing the relationships and understanding how to leverage them in a strategy.

I'm linking to two of our whitepapers that describe what I'm talking about in more detail. Networks actually tell you who's important to the flow of information, and like you say, once you know who those people are, it's all about real human relationships and understanding where to go in a network to get the strongest signal. I hope these are beneficial to you and your readers, and we invite you to look outside of social media into "the real social network" of human capital:



This was awesome. Basic, intuitive - yet many people seem to ignore these principles.

Thanks for posting

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