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Measuring social media The emergence Facebook Analysis and Study

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Measuring social media


The emergence of social media highlights the need for new metrics

Traditional metrics are limited New metrics could be

Activity metrics still apply in some way: Activation: # applications installed (FB), # votes (Digg
like), …
# unique users
Engagement: this is the 1% rule, or the ratio # visits / #
Visit frequency
content pieces posted, % of active users / total
Average time spent
« Conversation index »: the ratio between push / pull
# registered / active users actions, information emission / reception
% of returning users Virality: % growth of groups or applications, time elapsed
to reach maximum diffusion (in a typical Gauss diffusion
Bounce rate
curve)
As well as geo-socio-demographic metrics: Influence: # incoming links to a profile, ratio (# links +
comments) / # friends, ratio # connection invites sent /
Gender
received
Age
Loyalty: % of surfing time, % posted content of a certain
Household revenue type (eg. Photo)
Geographical data Connections: average # friends, average # groups, #
broken (unfriended) or loose connections (non active)
And of course content metrics:
Relevance: % voice of a particular ‘advertiser’ in the daily
# photos / videos uploaded
feed / pulse
# posted articles / comments
And more …
But they do not measure the real value of web2.0
platforms: the conversation that takes place between
individuals

Typical media approaches (based on ad impressions) are less and less pertinent
CRM approaches (eg. measuring LifeTimeValue) become more adapted
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Source: faberNovel analyses
03.10.2007 – Facebook study

Publié dans : Business, Technologie
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