Quick Summary: Read about how we have moved from corporate communications to the communications marketplace and, therefore, need to measure share of credibility instead of share of voice.
I was recently tagged by Connie Bensen on the social media measurement meme started by Geoff Livingston.
I have uploaded my response to the meme in the form of a presentation.
My presentation answers the question of how to measure returns on social media through three key insights –
- We have moved from corporate communications to the communications marketplace.
- Credibility is the currency of the communications marketplace.
- Therefore we need to measure share of credibility instead of share of voice.
The meme has resulted in some excellent posts and I would strongly urge you to spend an evening reading them — Geoff Livingston, Kami Huyse, Connie Bensen (2), Clay Newton, David Jones, Beth Kanter, Valeria Maltoni, Peter Imbres, Kelli Matthews, Bill Sledzik and Greg Cangiolosi.
Instead of tagging five people, I’m sending out an open invite to all my readers this time — do pitch in with your own insights on measuring social media ROI.