Finally, A Measurement Framework Based on Business Objectives
This report just published by Altimeter Group and Web Analytics Demystified begins to simplify how to measure the social space.
If you’re familiar with the Altimeter frameworks of developing a social strategy based on business objectives, then you’re in good shape, as this research report is the natural extension of the business objectives they put forth:
• Dialog: involves starting a conversation and offering your audience something to talk about while allowing that conversation to take on a life of its own
• Advocacy: activation of evangelism, word of mouth, and the spread of information through social technologies
• Supporting: customers may self support each other, or companies may directly assist them using social technologies.
• Innovation: The business objective of innovation is an extraordinary byproduct of engaging in social marketing activity.
In this meaty report, you can begin to establish your KPI formulas which you should start to use as the start of your own cookbook.