Posts Tagged ‘Jeremiah Owyang’
Industry Challenge: can’t measure social media ROI
April 23rd, 2010
Yes I know, social media ROI, a very difficult subject, and I’m actually in the camp that believes social media cannot have an accurate, catch-all, ROI equation, not in the truest sense of either term anyway. So, was the title just an attempt to grab your attention? Maybe, but more importantly it was the industry challenge that Jeremiah Owyang highlighted when launching his new Altimeter Report: Social Marketing Analytics, which he announced yesterday.
Jeremiah has joined forces with John Lovett (ex-Forrester analyst) and Eric Peterson (ex-Jupiter analyst) both from Web Analytics Demystified. The report builds on Charlene Li’s (Altimeter founder and ex-Forrester Analyst) framework, and aims to measure the rapidly changing social media marketing space. A snap shot is included below.
Jeremiah sets the scene with: “Marketers around the globe are ranging from toe dipping to jumping all the way into the social marketing space -yet most lack a measurement yardstick. While experiments can fly under the radar for a short term, without having a measurement strategy, you run the risk of not improving what you’re doing, justifying investments, and the appearance of being aloof to upper management. To be successful, all programs (even new media) must have a measurement strategy, and we’ve done just that.”
The framework shown above includes KPI formulas which are designed to form the basis of internal measurement systems.”
If you are interested in learning more you can review the slide share presentation which is basically the full report, and attend the webinar, which will take place on June 3rd, titled;’ Social Marketing Analytics: A New Framework for Measuring Results in Social Media.
In terms of social media measurement, this is one of the fullest and most in-depth reports I’ve seen. That may put you off, but don’t think it’s all talk and no action; there are practical insights and relevant rules that any social media marketer will find useful and be able to apply to their specific role or campaign. This isn’t a catch all metric, but a guideline for KPIs.
So, if you truly want to understand the opportunities surrounding social media measurement, don’t try to wrap a traditional ROI model around a social campaign, start by reading this report and open up your understanding.
Mzinga backlash: Is Twitter a reliable journalist/blogger source?
March 18th, 2009
Respected blogger and Forrester analyst Jeremiah Owyang came in for a bit of a battering yesterday when he published a blog post about social software company Mzinga, claiming he’d received multiple reports (”over four direct messages or emails”) that the company was in trouble. Please read the full post by Jeremiah.
The post has received 75 irate comments (at time of writing), and Jeremiah has since been compelled to write a full public apology to Mzinga which has stirred up a further 35 comments.
The incident is an important lesson to every blogger/journalist, and raises a big question mark over whether Twitter should be considered a reliable source of information, or indeed any social source.
Trained journalists are taught to use multiple sources - as a rule of thumb, I was always taught to corroborate a story through a minimum of two to three trusted sources.
According to Wikipedia, examples of sources include “official records, publications or broadcasts, officials in government or business, organizations or corporations, witnesses of crime, accidents or other events, and people involved with or affected by a news event or issue”. I haven’t been able to find any up-to-date industry guidelines on how journalists should treat social media sources - if you know of any, please share!
In my mind, the mistake that Jeremiah made was to not wait for an official response from Mzinga. He linked to a Twitter reply from the company’s PR manager, in which she wrote: “@jowyang Sorry to not reply sooner. Happy to talk about what you’ve been hearing. Will DM you to set up a time to chat”, but decided to publish before having had this conversation. A journalist would never have been able to sneak this under the nose of an editor!
Respected bloggers have a responsibility to their readers, and it could be argued should be bound by the same ethical and liable rules as journalists. Twitter is an unmoderated platform where anyone can say anything, and if it is to be used as a story source, my feeling is that the rule of multiple sources should be at least tripled before a story can be corroborated.
If any journalists are reading this post, I’d be interested to hear whether their editorial guidelines are the same for their newspaper/magazine as their company blog, and whether they relax rules for a personal blog that they might write.
Top Followed Tech Twitters And Their Tag Clouds
June 20th, 2008
Today I have been delving into the top followed Twitters Twitter statistics to find out what they talk about and the best way to visually do this is via a tag cloud.
First off, in no particular order we have Robert Scoble or the Scobleizer as he likes to be called, his Twitter bio says “Bio Tech geek blogger”
Click on the tag cloud to see the full size preview:
Next up we have Guy Kawasaki his Twitter bio reads “ Alltop, Garage, and Truemors”
Chris Brogan is next, his Twitter bio reads” Social media type, but love the emerging enterprise tech space too”
Jeremiah Owyang Senior Analyst at Forrester Research: Social Computing.
Loic Le Meur serial entrepreneur & blogger
What do these tag clouds tell us:
After a quick review of the tag clouds some of the most popular words seem to be Twitter, Google, Facebook, and Friend Feed. Other prominent words were related to their own products e.g. Seesmic for Loic Le Meur. There was also a lot of @ loving between each other!
If you want to find out about other Twitter tag clouds go to Twitter Stats