Comments on: Why Asking About the ROI on Social Media is the Wrong Question

By: The way we measure success needs to change « Ideas in Motion

The way we measure success needs to change « Ideas in Motion — Tue, 23 Jun 2009 06:22:07 +0000

[...] measure a conversation, why are metrics applied to assess the success of a social media campaign? Des Walsh also supports my [...]

By: The way we measure success needs to change

The way we measure success needs to change — Tue, 02 Dec 2008 23:50:18 +0000

[...] measure a conversation, why are metrics applied to assess the success of a social media campaign? Des Walsh also supports my [...]

By: Des Walsh

Des Walsh — Mon, 03 Nov 2008 12:27:33 +0000

Thanks Katie
You are welcome to take exception to my comparison. Doesn’t that mean you are also taking exception to Jason’s comparison? “To illustrate that point for all our measurement and metric geeks out there, what you are trying to do is assign multiple choice scoring to an essay question. It’s not possible.” What am I missing here?

By: Katie Delahaye Paine

Katie Delahaye Paine — Mon, 03 Nov 2008 12:13:34 +0000

Thanks for the shout out. I too admire Jason and the conversation he started. But as someone who has been analyzing conversations for 22 years, I must take exception to your comparison of this debate and grading English papers and Math papers. In fact, decades of academic research have contributed to the very specific metrics that are currently in use and that make it very easy for firms such as mine to assess the value of a conversation. Detailed coding instructions can be provided that make it much more like a multiple choice test than an essay. Then of course, its up to the organization to translate that into ROI. But rest assured Des, we’ve made conversations alot easier to measure than when you had to grade those English papers.

By: Des Walsh

Des Walsh — Sun, 02 Nov 2008 20:38:46 +0000

Thanks Jason – and I’m grateful to you that I now know how not to pronounce Louisville.

By: Jason Falls

Jason Falls — Sun, 02 Nov 2008 12:16:48 +0000

Humble thanks, Mr. Walsh, for the post and the compliments. I’m glad my entries make folks think and am happy to have reaffirmed your comfort level with your own theories on measurement.

Clearly, as you state, nothing here is clear cut. My hope is to push the conversation so we might get closer to clarity. To further prove my point a bit, however, it is my contention you cannot put a numeric value on a conversation. Those human interactions don’t always lead to a sale, sometimes do and often lead to an awareness and third party pass on that may or may not equate into money for the brand. My argument has a hint of saying singular human interactions are priceless. The fact we are having this conversation — Jason and Des — is something I wouldn’t put a value on. It is, as they say, priceless.

Thank you for your leadership of thought and action. I’m humbled to be part of a discussion with you.