Social media white paper: what can we be selling that is better to buy than impressions?
As requested, I have republished the white paper into separate blog posts so that each section can be commented on. This post focuses on the seventh section – what can we be selling that is better to buy than impressions? You can still download the full paper by clicking the link: Distributed influence: quantifying the impact of social media (PDF).
Links to all sections:
- why is it important to measure online influence?
- social media index
- defining influence
- is influence what we should measure?
- should marketers target influencers or the easily influenced?
- what can we be selling that is better to buy than impressions?
- what are the origins of influence?
- the move to micro communications
- be cautious
- a formula to understand influence
- what makes this actionable?
What can we be selling that is better to buy than impressions?
If inbound links and other ‘popularity measures’ are redundant, the roundtable queried whether it was possible to sell:
2) A meme
3) Search results
As an alternative, Jeff Jarvis highlighted Flickr’s innovative way of approaching this. Although the methodology of this contains a large amount of secret source, the concept, was explained as follows:
- What amount of effort goes into a photo – i.e. number of links, number of comments, use of tags etc.
- A social analysis – the relationship that emerges based on the photo and not the photographer.
- A mapping of the first two points.
The redeeming social value is an aggregated metric of these points.
The reason why this methodology resonated with the group was that it tried to calculate influence in an alternative manner. This approach did not look at the creator but rather the effort that went into the publication and the amount of discussion that it created amongst a wider community.
Popularity is a meaningless measure – Jeff Jarvis
In this instance, popularity was not the primary metric as effort and dialogue were now included. The roundtable agreed that any meaningful social media metric had to ensure that popularity measures were not promoted at the expense of these other factors.
To get to one standard of measurement, we would need access to and the ability to aggregate all data, and that demands a whole new level of openness and sharing that is not available.
Regardless, there was general consensus that we may never be able to get to one standard. This is because this ‘old world thinking’ implies that the people with the money are in control.
We believe the inverse is true, and thus it’s the people with the content who will dictate – or at a minimum have an equal say in dictating – the metric standards by which their content is monetized.
Filed under: social media | Leave a Comment
syndicate and subscribe
Most active posts
top posts all time
- Trends: The Battle For CMO Mind Share | Forbes on Top analyst blogs
- Analyst technology predictions 2011 « Technobabble 2.0 on Technology predictions 2010
- Social Media: Blueprints, eBooks, Guides, Tutorials and Whitepaper - Kleckerlabor on White paper – distributed influence: quantifying the impact of social media
- The Internet of Things and Change | Forbes on Top analyst blogs
- Tuesday's Tip: Why Context Matters – Forget Real-Time, Achieve Right | Social Media Blog Sites on Top analyst tweeters (via TweetLevel)
- How to use TweetLevel–your GPS for navigating Twitter influence
- The Influence Tipping Point
- New TweetLevel: your GPS for navigating twitter influence
- Better B2B Video – a Brighttalk Panel Discussion
- Time to put an end to this modern form of slavery
- The critical importance of time when understanding influence
- December 2012 (1)
- October 2012 (2)
- August 2012 (2)
- July 2012 (1)
- February 2012 (3)
- January 2012 (3)
- December 2011 (4)
- November 2011 (2)
- October 2011 (1)
- September 2011 (4)
- August 2011 (1)
- July 2011 (3)
- June 2011 (1)
- May 2011 (4)
- April 2011 (3)
- March 2011 (1)
- February 2011 (1)
- December 2010 (1)
- November 2010 (1)
- October 2010 (2)
- September 2010 (3)
- August 2010 (1)
- July 2010 (10)
- June 2010 (3)
- March 2010 (1)
- February 2010 (7)
- January 2010 (5)
- December 2009 (4)
- November 2009 (4)
- October 2009 (3)
- August 2009 (7)
- July 2009 (3)
- May 2009 (2)
- March 2009 (7)
- October 2008 (2)
- August 2008 (2)
- July 2008 (3)
- June 2008 (5)
- May 2008 (9)
- April 2008 (8)
- March 2008 (7)
- February 2008 (9)
- January 2008 (18)
- December 2007 (3)
- November 2007 (9)
- October 2007 (8)
- September 2007 (5)
- August 2007 (6)
- July 2007 (8)
- June 2007 (6)
- May 2007 (15)
- April 2007 (9)
- Mars 2 months ago
- Follow @sammybentwood (my son the emerging film, tv and stage star). And a guru on fashion too 3 months ago
- RT @sammybentwood: @blissmag forget Gok Wan, I'm Gok 2. You'll never know a boy who knows more fashion than me. Lets talk! 3 months ago
- Edelman - Conversations - The Influence Tipping Point edelman.com/post/influence… 3 months ago
- RT @marshallmanson: Our friends at Qualcomm (client) contemplate a "World Without Mobile," and the results are hilarious. http://t.co/vsB88… 4 months ago
This work is licensed under a Creative Commons License
DisclaimerThis blog accepts forms of cash advertising in the form of link placement. However, neither my employer nor myself endorse in any way the sites that are linked.