Great post by Chris Kenton on social media metrics. Figuring out ways to measure things like engagement and relevancy in the Web 2.0 world is a major challenge to online marketers used to more tangible metrics like click-throughs and page views. Kenton on engagement:
If you’re going to have a social medium, it’s useful to know just how social it is. Are people actively commenting, debating, sharing ideas? If this becomes the metric of a successful channel, what does that really mean, and how will that narrow the perception of, and investment in, different types of social media channels? Some topics, and some communities, drive tremendous levels of dialog and engagement. The audience is comfortable engaging online, and passionate about their views. But some topics and communities attract a lot of “lurkers”, people who will hang out and listen, but not step out on a limb and comment, for any number of reasons ranging from fear of a slap-down, to concern over having their comments Googled when they apply for a job. One of the interesting things about SecondLife is that unlike a forum or blog, you can physically see all the lurkers watching from the sidelines. If your goal is to drive brand awareness, these lurkers are tremendously valuable, and just because they’re not engaged in the verbal discussion, doesn’t mean their presence isn’t valuable to a marketer. How should a metric of “engagement” be valued alongside “presence”?