- The Measurement Standard from K.D. Paine, more on how we've measured traditional media and how some are measuring "engagement." K.D. does a fine job of beginning to answer the question of "if not hits/traffic/pageviews, then what?" in terms of measurement.
- Social network analysis is going to become too ubiquitous for its own good An interesting post from Forrester on the dangers of organizations abandoning traditional measurement and feedback tools such as surveys and focus groups for exclusive social media analysis. The argument mirrors some of what we hear about the future of news: if we only monitor popularity and public opinion, the hard information will be swallowed by the public's taste for immediacy and celebrity. Will social network analysis cheapen market research as a result?
- Measuring social media marketing Another slam-dunk from Chris Brogan. Most useful is his list of things that he tracks, including percent of online conversation, percent of coverage improvement, numbers of new subscribers, new threads, new leads, conversions and unique visitors.
- Move beyond social media metrics. Dirk Shaw's clear, concise SlideShare presentation on what social media metrics are and how to match engagement and measurement to goals. (See below)
Linda Bustos recently posted this research on how consumers use social media to both complain about customer service and evaluate service before a purchase: