Comments on: Social media influence cannot be measured http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/ Combining marketing and technology to develop new markets and grow existing ones Sun, 27 Mar 2011 11:35:19 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Companies using social media – another tool or a state of mind? « W(Eb)2.0 http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1983 Companies using social media – another tool or a state of mind? « W(Eb)2.0 Wed, 10 Jun 2009 09:39:23 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1983 [...] using social media – another tool or a state of mind? Following on from a debate I was reading from Wadds into how do you measure PR and a question Silky asked me about the [...] [...] using social media – another tool or a state of mind? Following on from a debate I was reading from Wadds into how do you measure PR and a question Silky asked me about the [...]

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By: Niall Cook http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1981 Niall Cook Tue, 09 Jun 2009 19:46:03 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1981 @BarbaraFrench A box of pins? @BarbaraFrench A box of pins?

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By: BarbaraFrench http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1980 BarbaraFrench Tue, 09 Jun 2009 19:41:04 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1980 Thanks for clarifying. Glad to know we are on the same wave length. We should add "voodoo" as a product/service feature. Best voodoo wins, what they win is another matter... Thanks for clarifying. Glad to know we are on the same wave length.

We should add “voodoo” as a product/service feature. Best voodoo wins, what they win is another matter…

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By: Duncan Brown http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1976 Duncan Brown Mon, 08 Jun 2009 10:21:07 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1976 Hello Niall. As I'm one of the people that claims to measure influence (no voodoo though!), I think your comments are pretty close to describing the problem. For sure, influence is specific to the topic in hand. And reach is an awful measure of influence in isolation. And (most importantly) if you ask people who influences them, they generally don't know. However, don't throw the baby out with the bath water. Influence can be measured. You need a balance of outputs (eg reach, frequency) and inputs (eg expertise, independence). You need a good understanding of the decision process that you're trying to influence. And you need a process for uncovering influence where it exists. The reason that people don't know who influences them is that there are too many influences for them to recall. A more complex research approach is required. Finally, the impact of social media is overstated. Certainly, people are as likely to be influenced in the 'real' world as they are in the online world, and one is not a proxy for the other. This is particularly true in B2B markets. Influence is an abstract concept, but can and should be measured by identifying its constituent elements. Just because it's hard to do doesn't meant we shouldn't try. Good luck with the book. Hello Niall. As I’m one of the people that claims to measure influence (no voodoo though!), I think your comments are pretty close to describing the problem. For sure, influence is specific to the topic in hand. And reach is an awful measure of influence in isolation. And (most importantly) if you ask people who influences them, they generally don’t know.

However, don’t throw the baby out with the bath water. Influence can be measured. You need a balance of outputs (eg reach, frequency) and inputs (eg expertise, independence). You need a good understanding of the decision process that you’re trying to influence. And you need a process for uncovering influence where it exists. The reason that people don’t know who influences them is that there are too many influences for them to recall. A more complex research approach is required.

Finally, the impact of social media is overstated. Certainly, people are as likely to be influenced in the ‘real’ world as they are in the online world, and one is not a proxy for the other. This is particularly true in B2B markets.

Influence is an abstract concept, but can and should be measured by identifying its constituent elements. Just because it’s hard to do doesn’t meant we shouldn’t try.

Good luck with the book.

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By: Niall Cook http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1975 Niall Cook Mon, 08 Jun 2009 05:53:51 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1975 @Barbara. I obviously haven't been clear in this post. I am completely saying that influence is all about outcomes. My problem is that everyone who tells me they can measure influence actually only measures outputs, then applies some kind of voodoo to come up with a calculation of influence and sells it to marketers who don't know any different. @Barbara. I obviously haven’t been clear in this post. I am completely saying that influence is all about outcomes. My problem is that everyone who tells me they can measure influence actually only measures outputs, then applies some kind of voodoo to come up with a calculation of influence and sells it to marketers who don’t know any different.

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By: BarbaraFrench http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1970 BarbaraFrench Fri, 05 Jun 2009 17:59:10 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1970 Naill, I've been following you for a while on The Customer Collective, and am surprised by this post. To me, you are essentially saying that social media influence measurement efforts should end with outputs. No outtakes, no outcomes. It comes across to me as more of an advertising measurement conversation. In short, it seems more like a lead-up to AVE (advertising value equivalent) than a lead-up to measuring an individual's influence. The simple social media statistics -- audience reach, social graphs, etc. -- aren't the end goal. They're just part of the equation that helps you figure out how influential a person is and with whom and about what. You can't give up on going from the simple stats to the big picture. Naill,

I’ve been following you for a while on The Customer Collective, and am surprised by this post.

To me, you are essentially saying that social media influence measurement efforts should end with outputs. No outtakes, no outcomes.

It comes across to me as more of an advertising measurement conversation. In short, it seems more like a lead-up to AVE (advertising value equivalent) than a lead-up to measuring an individual’s influence.

The simple social media statistics — audience reach, social graphs, etc. — aren’t the end goal. They’re just part of the equation that helps you figure out how influential a person is and with whom and about what.

You can’t give up on going from the simple stats to the big picture.

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By: pro si contra: masurarea in social media « Blogul de Relatii Publice http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1969 pro si contra: masurarea in social media « Blogul de Relatii Publice Fri, 05 Jun 2009 12:19:13 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1969 [...] Cook spune ca nu se poate masura : Someone who says something that reaches 100,000 people is no more influential than someone who [...] [...] Cook spune ca nu se poate masura : Someone who says something that reaches 100,000 people is no more influential than someone who [...]

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By: Speed Communications - Wadds' PR Blog http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1968 Speed Communications - Wadds' PR Blog Fri, 05 Jun 2009 09:06:52 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1968 [...] measurement debate continues. Niall Cook makes the case on the Hill & Knowlton Collective Conversation blog that Social media influence cannot be [...] [...] measurement debate continues. Niall Cook makes the case on the Hill & Knowlton Collective Conversation blog that Social media influence cannot be [...]

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By: Joseph Ranseth http://blogs.hillandknowlton.com/niallcook/2009/05/22/social-media-influence-cannot-be-measured/comment-page-1/#comment-1891 Joseph Ranseth Fri, 22 May 2009 15:24:21 +0000 http://blogs.hillandknowlton.com/niallcook/?p=464#comment-1891 This is very similar to in-person communication... We can measure a lot about the differences between people, but those who really influence us usually end up being described as 'there is something different about them'. Measuring the # of friends, tweets, updates, etc that a person makes are just external observations. True influence is something that comes from within... This is very similar to in-person communication… We can measure a lot about the differences between people, but those who really influence us usually end up being described as ‘there is something different about them’.
Measuring the # of friends, tweets, updates, etc that a person makes are just external observations. True influence is something that comes from within…

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