Katie Delahaye Paine
Durham & Berlin, NH
I've been called The Queen Of Measurement, but I prefer Seshat, the Goddess
Great post, you might want to check out our efforts to establish some standard definitions for reach http://kdpaine.blogs.com/kdpaines_pr_m/2013/03/reaching-for-the-wrong-metrics-.html
1 year, 10 months ago on The Question of Reach as a Viable Metric
@bradmarley brad, we've had clients who have rejected the whole impressions metric for years. And, the credibility of this metric will continue to decline as the numbers get even sillier (we saw one client data set from Cision that gave every Facebook post 850 million impressions then multiplied it by 3!
2 years, 2 months ago on Seven Metrics PR Should Track to Gain Respect
Thank you so much Gini for writing this! You are dead on. The only point I would argue with is the measurement section of professional award programs. Like you, I assume that they were still fraught with AVEs, but actually, people who submit AVE based results will have a hard time winning this year. Check out the survey we did http://kdpaine.blogs.com/themeasurementstandard/2012/11/barcelona-principles-report-card-how-do-12-awards-programs-measure-up.html
@commammo @Ike I agree with the court. When you pay a wire service to distribute a release, it is the same as paying for an ad. And our very own IPR Measurement standards support that because we say that press releases do not count as news.
2 years, 2 months ago on AT&T Loses Case; News Release Held Under Paid Advertising Laws
One other tip: You don't have to be a data geek, or marry one, you just need to make friends with one. Include them in your meetings, and on your emails. Ask for their help, and buy them a margarita or three. I've had two meetings lately that defined measurement success in half the time because the data geeks were in the room!
2 years, 10 months ago on Big Data: Five Essential Skills for Public Relations to Master
Rich is correct. According to WOMMA, 90% of influence stil happens off line, which gets measured in very different ways. I think one of the problems with Klout is that it makes it so easy to poke holes in it. When it tells me that I'm influential on the topic of "Syria" you just have to laugh. When I get nervous is when people think that I am therefore qualified to work in the State Department.
3 years, 3 months ago on A Klout Upside the Head
Mark, I'm not sure where you got your data but what you are attribute to Klout is not new. I've been quantifying influence for clients since about 1990, for companies like IBM, Procter & Gamble and Raytheon. WOMMA has lots of data that quantifies influence. Klout isn't useless if you want an easy answer to a difficult question and don't care about the accuracy of the data. We've seen what happens when CFOs do that, should CMOs be held to lower standards?.
What was most interesting about yesterday's Conclave of organizations who gathered to set social media measurement standards, the one thing we could all quickly agree upon was that Klout was NOT a measure of influence or anything else. It would have made a great press release, but we really did accomplish alot more than that and I didn't want klout-dissing to be the sound bite. But yes, I am not quite spinning, but certainly bemoaning the fact that PR is like your stupidest girlfriend who is addicted to bad relationships. Just when we thought PR professionals were getting over silly numbers like AVEs and multipliers, they fall in love with a new one that's even stupider and more insidious than all the prior ones combined.
OMG, I'm in tears. THank you SO much, and as you know, I think you were probably born a measurement maven :).
3 years, 3 months ago on Happy Birthday to the Measurement Queen
I have two minor additions to this discussion. The first is that the Wikipedia definiton of earned is seriously flawed. If you only count desirable coverage as "earned" what do you call all the rest of the comments, coverage etc out there that you may not consider desirable. I would suggest that you also "earn" media coverage for the bad stuff you do as well -- and while that coverage may not be desirable, nor generated by a promotional campaign. you still earned it.
Secondly, you neglect to include the category of "shared" media which is media or content that you created, but that other people then take and share with their friends and networks. I would argue that shared media may be the most influential of all.
3 years, 4 months ago on Owned vs. Earned Media: Measuring the ROI
Does anyone believe that the average customer has a clue about whether the impetus that compelled them to buy something comes from a paid ad, an "owned" Facebook page or an "earned' story in USA Today? Can we get it into our heads that stakeholders are what matters, and they don't care what we call what we do. Ultimately, the CEO, CMO, COO, Board or whoever signs your paycheck, cares that you have a tangible impact on the stakeholder. Whatever your organization, and whatever your department, you should spend your working days supporting activities that have a positive impact on the health of the organization. So whether its gettting him/her to support a cause, defend a brand, or knock on the show room door -- we need to measure how we contribute to that end result. NOT because it will justify our existance, but because we need to understand which of the many actions we are take have the biggest impact on the results for the least cost.
3 years, 5 months ago on Public Relations vs. Marketing
I'd love to help.
3 years, 8 months ago on Be a Blue Key Champion
Great post, as always. And thank you for all the kind words. Having seen your analysis and others, I don' t think Klout is useful for anything at all. Have you checked out Empire Avenue? http://empireavenue.com/?t=sq05uc3k Shel Israwel seems to like it http://globalneighbourhoods.net/ and I have to say it is an intriguing way to measure influence, but maybe that's because people haven't yet figured out how to game it.
3 years, 9 months ago on Influence is Not a Number
Option B definitely. I like Conversation Starters. I worried about the socially inept buying it as a how to book, but then what's wrong with that?
3 years, 9 months ago on Naming my book. A new Poll
I think it predates the Cluetrain Manifesto. I was at the Networked Economy Conference in 1997 and while we weren't talking about "social media" specificaly, we were talking about the same concepts:"When dealing with an entirely new market force be careful what you predict.Today the Internet has wrought a revolution in marketing far beyond the scope that even the most foreword thinking magazine editors might have imagined. I don’t use the term “revolution” lightly. It is a remarkably precise term. Because in truth, the consumers are in the process of revolting against, and seizing power from the marketers. As a result, the more we try to control this new society, the more chaos we will find."and this:"Again let’s come back to the idea of the Internet as a marketplace rather than a medium. The various stalls in a bazaar put their wares up as advertisements. The people selling those wares don’t need to know the “reach” of the market, because the market will come to them. (Maybe driven by advertising, maybe by word of mouth maybe through a search engine). They’ll know far more than the “reach” they’ll know the individual buying habits—and probably the sleeping habits of their customers. Pundits would have you believe that the Internet is this great “unmeasurable” but in fact it is the most measurable of all markets."the full speech is here: http://kdpaine.blogs.com/kdpaines_pr_m/2009/05/the-originial-hits-how-idiots-track-success-speech.html
3 years, 11 months ago on SM Pioneers Prolog: What Caused Social Media?
Here here! Finally, some sanity in the marketplace!
3 years, 11 months ago on What does a guaranteed impression actually guarantee?