You know, headlines like that one really put me on the fence, balancing between "Ooh! Metrics!" and "Wow, no wonder people think it's boring and geeky." ANYWAY...today I'm definitely in the former camp, in the sense that it's exciting because it's a philosophical puzzle: how can you solve a problem that can never really be solved? Yesterday, I commented on Avinash Kaushik's post where he asked, "If you were to measure the success of a company’s social media efforts how would you do it?" My answer: For social media, the obvious metrics still hold: referrals and conversions from referrals. But being from a nonprofit background, where the higher-ups are often skeptical of social media, the real metrics are the words. There’s nothing more valuable than the tweet that says "I love that {your org} is on Twitter" or the time you respond to a comment on Facebook addressing a wide concern about your organization or when you comment ...
Where I spend my words when I've used up my Twitter allowance.