by Katie Paine
Here are my 2012 New Year’s reflections, distilled into a dozen measurement recommendations: Things that should be measured and aren’t, and vice versa.
6 things that should be measured but probably aren’t:
- The ROI of email holiday cards and calendars
- The difference in impact between mobile and non-mobile social media
- The relative value of CSR, IP, and relationships
- The real cost/benefit of a viral video
- The value of a long-term social relationship vs. a Facebook like
- The value of a social relationship vs. direct mail, email, billboards, etc.
6 things that are measured that probably shouldn’t be:
- The ROI of your network
- The $ value of a Facebook fan
- The $ value of a tweet
- Advertising Value Equivalency
- The accuracy of plastic rulers
- The radioactivity of dirt on a fashion model
(And thanks to painter Paul Hutchinson for that excellent domino image.)
Katie Delahaye Paine is CEO of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement. Katie Paine is a dynamic and experienced speaker on public relations and social media measurement. Click here for the schedule of Katie’s upcoming speaking engagements. Katie and Beth Kanter are authors of the book “Measuring the Networked Nonprofit,” to be published this year by Wiley.