Philip Sheldrake

Tag: ipr (page 1 of 1)

21 September 2011 / 1 Comment

How many Tweets make a Like?

If you're looking for an acid test as to whether an organisation is centred in this social world, as to whether they have a marketing and communications strategy that integrates social media cogently and coherently rather than bolts it on, listen out for questions like this:

How much is a tweet / retweet / follower / friend / like / +1 / comment / whatevermetickle worth?

If this is the kind of question they're asking then, in my opinion, they simply don't yet 'get it'. If you're feeling particularly wicked, take your pick of one of these to respond to their question and see if they take you seriously:

  • $0.23 per hundred
  • A 'like' is definitely worth somewhere between 2 and 3 tweets; sort of around 2.42
  • A comment has an engagement quotient nine times that of a 'friend'
  • If you're in tech, then a +1 is currently five times more potent than a RT, but the reverse is true for other markets
  • That depends if you're B2B or B2C
  • Well, can I ask, is there any yellow in your logo?

In The Business of Influence (Chapter 5) I include the following table, titled "Maturity of influence approach". Read more

15 October 2010 / 2 Comments

Friday Roundup – Goodbye AVEs

Following establishment of the Barcelona principles in June this year and the annihilation of any idea that AVEs (advertising value equivalents) represent the value of public relations, AMEC (the Association for Measurement and Evaluation of Communication) has moved on to ask two questions:

  • What are the “validated metrics” to replace AVEs?
  • How do you get started in measuring social media, and what are the definitions of relevant metrics?

This work is being led by the US Agency Research Leaders Group chaired by Ketchum’s David Rockland, and formed a significant chunk of the conversation at last week's IPR 8th Annual Measurement Summit.

If you're looking for one slidestack that walks you through the principles and explores the progress made to date in answering the questions above, check out this presentation: "Validated Metrics - Social Media Measurement", delivered during the summit by Mike Daniels (Director, Report International and Chair, AMEC) and Tim Marklein (Executive Vice President, Measurement & Strategy, Weber Shandwick), and moderated by Peter Wengryn, CEO, VMS.

IPR Measurement Summit -- Barcelona Principles Taskforce Recommendations

View more presentations from Institute for PR Measurement Commission.

I think the work to date is most definitely going the right way; seeking to identify the desired outcomes of a public relations programme and working backwards so to speak to establish metrics that belie the programme's success accordingly. And I was particularly pleased with slide 25 on influence rating / ranking which corroborates my recent contribution to the Monitoring Social Media conference, "the fallacy of the influentials".

This jigsaw is coming together. We will have some operationally sound frameworks available next year, and I'm hoping my own book, "The Influence Professional", might make some useful contribution when it emerges from the publishing process in Spring. Whatever the timeline, you should have begun winding down any remaining reliance you have on AVEs by now. It's not a case of waiting to transition from mediocity to good; AVEs don't even make the cut as mediocre, they are specious, misleading and unprofessional. Period. Read more