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Scoop.it!
...However, when I read on her blog this morning her review of a new social media influence measurement tool, I nearly fell out of my seat laughing. I wasn’t guffawing at her, but rather about the insatiable quest for a numerical measurement of one’s influence that seems to have gripped much of the professional social media community.... 
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...Metrics are critical indicators of performance and progress yes, but when new media enters the fray, more questions than answers cloud the ability to see beyond the horizon. And, as new media becomes increasingly disruptive, innovation and a bit of clairvoyance are required to serve up new hypotheses that help leaders make decisions in the absence of history or precedence. It is in these times when competitive threat is equal to, or in some cases less than the threat of digital Darwinism. When technology and consumer behavior cause change faster than your ability to recognize and adapt (and lead), we surface the first and potentially dangerous series of slipping points that like the game of Chutes and Ladders, cause us to fall further away from our position or intention....
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![Social Media Metrics: How Am I Doing? [Chart] | Heidi Cohen | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/eKXTPzr-kEM380hbFRW2xTl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Social media is a growing part of everyone’s marketing plans. To achieve optimal results, your social media marketing efforts must flow from your business goals and deliver measureable results.
...To help you get your social media marketing on track, this chart matches business goals to the related social media metric and the information to measure results. By using these metrics you’ll be able to make the case for using social media as part of your marketing mix because they can show its effectiveness relative to other options....
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Ah analytics, I love them. I take all numbers with a grain of salt but it is nice to see if your efforts are paying off and what things people share or inspire a click. For example, a recent popular tweet, based on number of clicks, was a tweet about Klout with 177 clicks – clearly my followers are interested in Klout.
Some tools allow you to see who has unfollowed you and who your new followers are or even help you find new people to follow. I also find it nice to know who my biggest retweeters or mentioners were for the week and acknowledge them. I am glad I picked this question, because I have some seriously smart friends answering and they had a few surprises for me....
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Are you still one of those folks who thinks Koout is stupid? It's time to look at the facts and consider this as an important business development.
If you hate Klout … and you probably do … try to take a deep breath and read ahead with an open mind.
Nothing seems to get rational people in a frenzy as much as Klout and its attempt to measure “influence.” I have immersed myself in the world of online power and influence over the past six months and feel like at this point I have probably studied this topic more than any person on earth! And, unlike every other blogger on the planet it seems, I’ve come to the conclusion that this is a very important development. In fact, a historically important development....
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Do PR Firms have the leg up in terms of their ability to manage the measurement of social media?
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