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OK, how about we apply some measurement to this comment thread? By my count, as of this moment, my above comment is the leading post by the following metrics: Word count, character count, number of sentences, number of paragraphs. At 162 words my post beats out the next lengthiest which clocks in at 111. My character count (including spaces) is 916. Second highest is 622. At 7 sentences and 5 paragraphs it's highest as well. And if you count this current comment I'm out-commenting all other commenters at a 2:1 ratio! So what does all this measurement tell us about the quality of my comment? If I win the book I'd be able to find out! I'm being facetious of course, but the point is that it's easy to come up with metrics for engagement and hard to figure out how they actually relate to an organization's mission. And I really do hope I win the book to learn more about how to measure conversation and engagement on the web more effectively.
Social media metrics... can't live with 'em; can't live without 'em. In October I started a new job at a small nonprofit in the cleantech sector and I've gotten them up and running with a pretty robust listening platform using free tools that aims not only to track mentions of the org and news from the sector but to track web mentions of the organization's approximately 150 member and sponsor companies. Yahoo Pipes has been great for this (and Beth was nice enough to pass along some thoughts on Twitter). I'm putting together a resource based on what I learned doing this with the working title "Advanced Listening for Small Organizations OR Google Alerts R 4 n00bs". A lot of this will overlap with the TERRIFIC listening resources on WeAreMedia and Beth's Listening Primer. Anyway, one of the areas I still have to figure out for my org is measurement. And I have a feeling the book would be a terrific resource.
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Dec 15, 2009