Measurement has ever been the Achilles heel of PR. It is getting ever more complicated with the growth of networked media. I have been noodling on this topic in preparation for a lengthy post on it, but a large issue in measurement is understanding how influencers influence, and the value of that influence, e.g., Is a link from blogger X more valuable than one from blogger Y? Does three links from bloggers A, B, and C outweigh a link from blogger Y? How is this value measured? Can you come up with an ROI of blogging by looking at these types of data?
Then there are the issues of trend analysis: tracking the movement of trends across the public spaces of the 'net, for example. These have to be mapped onto the data above for a true understanding of how your online marketing efforts are playing out and pinpointing where to focus your efforts. This is a tough, complicated job.
Today, there is a new tool to help in trend spotting and opinion research, which could offer valuable insight into the measurement process. This morning, I received an email from Max Kalehoff, the marcom director at BuzzMetrics, about their new measurement service, billed as "the world’s first continuous, syndicated Word of Mouth
Influencer Panel." Release is here.
BuzzMetrics identifies the most influential consumers and then measures the impact of their public commentary in the marketplace across a range of topics.
Findings from the Influencer Panel enable marketers to identify how the most engaged consumers are talking, and what issues will influence them in the near future – usually by several months. The Panel also reveals potential threats and helps companies prepare for impending crises.