Rethinking digital measurement

One of my responsibilities in the Representation is managing our digital and social media presence. In order to improve how we do this, we have been doing monthly reports looking at each of the channels (Facebook, Twitter, the various websites) and seeing how many hits they get, what the most popular items have been and what search terms are used. There is then a qualitative section that tries to explain the numbers and draw lessons for the future.

So far so good and I think it is worthwhile. But we’re not totally happy that we’re getting the right feel for how things are working, or making the most of analytical possibilities. So I was hoping people out there that know more about this sort of thing than me might have some suggestions for how we could improve our evaluation and monitoring of our online presence. This isn’t an invitation for you to pitch for a consultancy contract or an expensive monitoring service as we have zero budget. I would just hope that there were some tips on what questions we should be asking ourselves.

Thanks for listening 🙂

2 comments on “Rethinking digital measurement”:

  1. I think all depends on why you use these tools. Measuring for the sake of measuring is useless. And if one knows why one is doing things online, I guess it becomes pretty obvious what to take a look at and what to ignore.

    Said differently: If your goal is to dismiss euromyths, getting a newspaper to acknowledge a mistake that you have highlighted in your official blog or getting someone who believed the euromyth to admit a blog post of yours made her/him change her/his mind has had an impact which would not have happened without your presence. Whether or not you have had 500 or 1000 readers for your post then is just an indicator for the effects your blogging had on drawing on attention, but the impact is probably more relevant than the arbitrary quantity of clicks.

    But that’s probably what you know already and what you did not expect to hear. 🙂

  2. Ron,
    I agree that measuring for measuring’s sake (look, we have 3000 fans!) is not worthwhile, which is why I am trying to think properly about what the right questions to ask are. I think there are two things. Firstly, can the figures help us to understand what works best and why given our objectives; can they help us to concentrate our resources on what works? The second thing is slightly the fact that we work in a process-oriented context in which being able to show something for what we do is increasingly required.

    Your point is exactly why I’m trying to look beyond clicks. Maybe there is nothing there. But I know I am something of a novice, so am hoping there might be 🙂

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