Tim Marklein, executive vice president of measurement and strategy at Weber Shandwick, points out that old metrics are being challenged as new metrics emerge. In light of this, a truly comprehensive program considers the spectrum of measurement, which Marklein summarizes as:
â–¶ Content Measures: Assess how content is accessed, shared, adapted and amplified across various sites and media properties.
• Syndication Measures: Volume, engagement, sentiment and reach of content shared via the Web.
• Search Measures: Paid and organic search rankings for company content, brands and keyword associations.
• Site Measures: Volume, engagement, feedback and reach of content shared via a company’s Web properties.
â–¶ Conversation Measures: Analyze volume, content and sentiment of conversations about the company/brand across sites and media.
â–¶ Community Measures: Assess audiences, reach and touch points of company content/conversations across sites and media.
â–¶ Outcome Measures: Assess how the content, conversation and community measures correlated with desired outcomes.