Measuring media has long been a challenge. Now with internet, social media and web 2.0, the challenge is even greater. And this new media has “democratized” the press and proliferation is huge. Tracking this new media and combining it with “old media” measurement is the new goal.
News went online, then entertainment. TV & VCR’s became TIVO, YouTube, Hulu, and ITunes. And along with this shift, media became social with consumers carrying a voice. Forums and message boards became blogs and social networks. Private game consoles became a social gaming universe. Personal texts turned into public tweets. Privacy was hot, and then it was not.
The world has shifted from a few huge media sources to a multitude of small ones. The tough challenge is – how do you measure all this new media? What is the value of it. The new term is Media value. Measuring it is the new challenge.
The new challenge is to measure what it all means. What does the mass of Twitter tweets, blogs, web sites mean? Look for the tiny changes that mean things are happening. Check volume, check relevance, credibility etc. It is not only the quantity but the quality of the readers.
Data on the internet can be voluminous. You need to analyse it. Figure out what it means. Measuring the volume, credibility of the source, and more importantly, the changes that are happening. Is the sentiment moving positively or negatively.
Measuring marketing impact is the key. Social media can give valuable feedback on the success (or failure) of a media campaign. Having the public comments and weighing them can provide critical decision making data.
Brand awareness is the key. Where does your brand stand? Where do you stand compared to the competition? And importantly, is the perception changing positively or negatively?
For more information on Media Sentiment Reports look at www.generalsentiment.com.
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This post was written by Greg Artzt on May 10, 2010
