Quality Over Quantity Wins in Social Media Measurement

I hear people talk about how elusive social media measurement is. How they could spend time money or budget on social initiatives if only they knew how to measure it.

So, let me ask you a question. Do you understand your business? If you do, then you are more than half way there. Measuring clicks, comments, mentions likes, retweets and followers or fans only means something in the context of your business.

If you increase your followers by 100 during a campaign in the beverage industry and I increase them by 100 in healthcare we both had the same result right? WRONG! Followers are not equal. If I obtained 100 targeted followers my efforts yielded a much greater result then if I just obtained random people. Targeted interactions become social leads that can be engaged on another level through additional channels increasing the likelihood of conversion.

When setting your goals and measuring the return don’t focus on how many randoms you can obtain, especially in the B2B sector. One comment from the right lead could be your connection to the next million dollar account.

Destroying the Social Media Island

We have all been there. We have all sat in a room discussing the future of social media with an organization realizing that the person you are talking to has already built their dream job around only using Facebook. They don’t understand how it must interface with their website. They don’t realize that it needs to be used on their collateral, ads and interactive. Instead, they believe it is a mythical island that rises out of the ocean and solves all of their communication and customer service problems. “If we put up a Facebook page we will get more business.”

I hate to be Debbie Downer, but….

Social media is not an island. If you think social media is an independent silo, you have missed the boat. Social media is instead a super highway connecting and integrating all departments, staff and consumers together to build a better product, expand a service and enhance information.

Social media will not be the death of face-to-face communication, print marketing, or anything. Instead social media enhances all other types of marketing. It helps you build better face-to-face relationships by increasing the number of touches you have with your stakeholders. Research shows that when people interact once a day or every other day online it increases nonverbal immediacy or liking (Bostedo-Conway, McArthur, King 2012).

It is an exciting time in the history of communication. McLuhan’s Global Village is here (McLuhan, 1996). Just don’t forget that the village has multiple facets that live both on and offline.


Bostedo-Conway, K., McArthur J., King, J. (2012). Computer-Mediated Communication and Nonverbal Immediacy: Exploring the Relationship Between Two Diametrically Opposed Communication Vehicles.

McLuhan, E. (1996). “The source of the term ‘global village’”. McLuhan Studies (issue 2). Retrieved 2008-12-30.

A Passion for Analytics Ends #DYN on High Note

  1. Class Highlights

  2. AroraMedia
    “Not all followers are weighted equal. Making sure you have the audience you want is key.” – @kbconway1 #DYN #socialmedia
  3. AroraMedia
    “@Facebook has comprehensive #analytics. @Twitter requires third-party tools.” – @kbconway1 #DYN #socialmedia
  4. AroraMedia
    “Conversations are key… Create one-to-one interaction.” – @kbconway1 #DYN #socialmedia
  5. AroraMedia
    “ROI is not an exact science… Look at your traffic and see how it supports your goals.” – @kbconway1 #DYN #socialmedia
  6. SkipinCharlotte
    @AroraMedia discusses how interactions can be difficult to measure on #Twitter due to the lack of internal analytics. #DYN
  7. Don’t Stop Learning Purchase Community 2.0 – At the intersection of digital media & information design

  8. kgstanley
    RT @kbconway1: #DYN @JAMcArthur ‘s book Community 2.0 is available on Amazon both digitally & in paperback. Buy here http://ow.ly/b3GJU (updated link)…
  9. That’s A Wrap

  10. KING_ONE
    MT A fantastic resource for all SM professionals by @kbconway1: Check out the #DYN Interactive Toolkit available here http://ow.ly/b3I7V
  11. CourtenayWardel
    @AroraMedia @kbconway1 #DYN Thank you for a great class. This has been a huge learning experience! @QueensUniv is very fortunate!
  12. ShewMeister
    So sad #DYN signing off… @AroraMedia @kbconway1 did a FANTASTIC job in teaching and entertaining!

Digitizing Your Network Seminar Series Is A Hit With Students

  1. Students reactions were extremely positive. Several people even created Twitter accounts onsite to join the conversation.
  2. CourtenayWardel
    Thanks @AroraMedia @kbconway1 and #DYN group. Great session tonight. Excited for the next two weeks.
  3. Stay tuned for Digitizing Your Network (#DYN) Session 2 – Connecting & Creating Your Brand in Social MEdia – Monday, May 14 at 6:00 PM.

Community 2.0 – Now Available on Amazon

Are you a communicator,  business owner or consumer of digital media? If so Community 2.0 – At the intersection of digital media and information design, will help you understand the future of digital communication. By exploring topics such as blogging, customer service, healthcare, recruiting and the digital divide. Community 2.0 provides detailed descriptions about how to design and create effective digital communication.

Download the ebook


Order the print edition


Sign the petition against SOPA & PIPA Today! https://www.google.com/landing/takeaction/


Strategic versus Prescriptive Communication – YES Digital Needs Both

Image Courtesy of Paul Foreman via http://www.mindmapinspiration.com

Understanding why you should do something is critical to the process of learning how to do something.  In order to responsibly and critically use communication tools an individual must first have a strong foundation for why this type of communication is important in the first place. This foundation is large reason why I went back for my MA in Strategic Communication.

Sadly, there appears to be a disconnect between understanding communication theory and relevance and digital media users. Peruse any digital bookstore and you will see thousands of titles on how to blog, Twitter for Dummies and grow your business by using Facebook.  However, what is lacking among the enthusiasm to use digital communication tools is the simple question of whether or not they should be used and if so why.

I recently read Jeff Jarvis’s Public Parts. The book was excellent on many levels and it did a superb job of providing detailed information on both the theoretical and practical side of digital communication. Instead of seeing a forest and focusing on a tree, Jarvis choose to discuss a species within the forest of digital communication; the idea of public versus private information. This is an important topic as governments and people determine ethical and legal ways to manipulate the internet for profit and commoditization. If more people would approach the subject of digital communication by looking at it from a fifty thousand foot view then perhaps we could answer questions about how to better prepare our communities, children and even ourselves to communicate in this new and exciting space.

With these thoughts in mind, I set out to create a digital media experiment that combined several important theories using new online communication software that wrapped the why and the how together in a simplistic design and format.

There are lots of communication theories and all of them have their validity and purpose. However, as I have studied theories on strategic communication, digital literacy, information and experience design there have been three that stood out and noticeably shaped the way I view strategic digital communication. They include:

  • Habermas’ Public Sphere: The idea that an elite group, usually comprised of the bourgeois (or the upper middle class), comes together by gathering consensus through intelligent discussions of the public good.
  • Bolter & Gromala’s Windows & Mirrors: Is the idea that design is both transparent (like a window) and reflective (like a mirror).
  • Shedroff’s Information & Experience Design Continuum: Data is organized into information which is presented to create knowledge and reflected upon to create wisdom.

With these theories in mind, I researched several different tools online and found a wonderful resource called LearningThroughDigitalMedia.net. They have a very comprehensive toolkit with a variety of different online software products categorized. To access their toolkit click here. Using the toolkit, I found Mindmeister.com. Mindmeister is a mind mapping software that allows you to map ideas and collaborate with colleagues. Eureka! What better way to culminate my digital media experiments then by creating one that interactively outlines all of the important information I have learned about digital communication.

Using Mindmeister I can create an interactive public learning environment that allows information to be shared with anyone who has an internet connection and an account. In doing so more people have access to and can disseminate the information furthering the internet revolution’s main achievement in communication; the deconstruction of Habermas’ elite and the rise of the proletariat public sphere.

Additionally, using Mindmeister allows the information to serve as both a window and a mirror. Anyone can view and peruse the mind map getting lost in the information or they can reflect and use the tool to add their own perspective.

Finally, using Mindmeister allowed data to be culled into information and knowledge. By using a tool that allowed collaboration, as a class we can generate wisdom by reflecting and sharing all of our knowledge with each other; thus creating a more comprehensive communication piece.

For a PDF of the strategic digital communication mind map click here

Digital_Communication Experiment 3


Bolter, J. D. & Gromala, D.  (2003). Windows & Mirrors: Interaction Design, Digital Art and the Myth of Transparency. The MIT Press. Cambridge, MA.

Habermas, Jürgen (German(1962)English Translation 1989), The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society, Thomas Burger, Cambridge Massachusetts: The MIT Press, p. 30, ISBN 0-262-58108-6

Shedroff, N. (2009). Experience Design 1.1. Experience Design Books


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