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Article: How do blogs measure up? Forget reach and frequency. Success in today's marketplace is measured not by how broad your reach is but by how deep your network is.
- Article from:
- Communication World
- Article date:
- September 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 International Association of Business Communicators. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Just mention the word blog and watch the fear that spreads across many people's faces. But relax--this article isn't about blogs; it's about social media. There--isn't that better?
Of course, social media includes blogs, but it also includes social networks such as Facebook, MySpace, Flickr and YouTube.
To understand how to measure social media, you first must understand that all the rules of communication have changed. In the old days, he or she who screamed loudest won. Communication was all about reaching as many eyeballs or ears as possible for the least amount of money. Hence the emphasis on metrics such as ad value equivalency, which purported to ...