Measure What Matters Part Three
Chapter four in "Measure What Matters" talks about choosing the right tools for measurement. The chapter explains different tools for specific jobs. Cost used to be a huge barrier when measuring, but now deciding what tool to use is one of the most difficult parts. The charts given in this chapter are extremely helpful. Like this one -->A section of this chapter that I found interesting was when Katie Paine discussed prominence and where you would typically track where the brand was first mentioned:
- Headline
- Top 20 percent
- Bottom 80 percent
- memorability is increased if the brand is mentioned throughout the article, not only in one particular section.
- Each mentioned should be classified as one of the following:
- Exclusive: Only the company or brand studied is included
- Dominant: The company is main focus but not the only one mentioned
- Average: The company is one of many parts of the article or is equal to other parts
- Minimal: Mention is not memorable or very noticeable
I was unaware that there were 27 different types of conversation; these 27 types apply to both social media and traditional media. Knowing these different types can help you better understand what people are saying and thinking about your brand/company.
- Acknowledging receipt of information
- Advertising something
- Answering a question
- Asking a question
- Augmenting a previous post
- Calling for action
- Disclosing personal information
- Distributing media
- Expressing agreement
- Expressing criticism
- Expressing support
- Expressing surprise
- Giving a heads-up
- Responding to criticism
- Giving a shout-out
- Making a joke
- Making a suggestion
- Making an observation
- Offering a greeting
- Offering an opinion
- Putting out a "Wanted of Free" ad
- Rallying support
- Recruiting people
- Showing dismay
- Soliciting comments
- Soliciting help
- Starting a poll
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