I’ve been involved in a lot of discussion about measuring social media and social networks, particularly around readership, influence, and social media and community marketing. And I quite often hear the quote that such measurement is like ‘figuring out if you have a good marriage’, which comes from Ian Schafer of Deep Focus. The Adweek article in which is appears goes on to say: “Quantitative measurements will only get you so far. “You can’t assign a number to that,” he said.”
I’m no analytics or statistics expert, but when I thought about, it occurred to me that there’s actually quite a lot of quantitative measurement of marriages that does go on. And judging whether you’re in a good marriage certainly requires benchmarking in some quantitative or qualitative way. Just the same as social media measurement can go pretty far in indicating whether your audience sees you as their one true love:
Anniversaries: Wedding anniversaries have rules (Paper for the 1st year? Gold for 50) to indicate the length of time to all interested parties – because a general trend would be that longevity equals a good marriage. By the same token, longterm, loyal, returning readers indicate you’re doing something right!
Divorce rates: By the same token, you can watch trends on divorces to see if a group is happy in marriage. And you can watch single visit users, and definitely unsubscribers and users deleting their accounts to gauge the same thing for your site. And unlike general figures for splitting up, you’re able to easily isolate individuals to explore the reasons in more detail.
Holidays and presents: Whether it’s a dowry, or the amount your partner spent on the wedding/honeymoon/Valentine’s Day/Birthday presents etc, at some point even the most romantic soul has probably looked at how much is being spent as a guide to how much their partner cares. That’s why engagement rings are supposed to cost 3 month’s wages, for example. And a key metric in the website/user relationship is definitely click-throughs and sales conversions.
Romantic dinners: One of the big tips about marriages is to make time to go out and spend quality time romancing each other. You could see that couples in a good marriage enjoy this time, chat all night, gaze longingly at each other across the table, etc. By the same token, you can monitor the bounce rate and time on site of your visitors to see if they’re visiting several pages and enjoying your company – or splitting at the earliest opportunity.
Doing the housework: Does your partner invest time and effort in doing their share around the house? Do they help to make it a home? And do your users invest time and effort in submitting User Generated Content? Do they customise their profiles? Do they comment on stories and forums?
Are they faithful?: In the modern digital world, it’s highly unlikely a visitor will use just one site in any area of interest. But rather than sulking about their polygamous ways, it’s about following them and looking at who their affair is with. Figure out what is so attractive about the other websites they visit, and look at whether you can beat it, or use it in some way. Rather than seeing them continue to stray, inject some romance by dressing up your website in the RSS feeds of the other destinations, for example.
Talking about your partner: One of the big qualitative and quantitative benchmarks is seeing how often your friends talk about their partners, and whether it’s normally in a good or bad way. That can be with friends over a coffee or a beer – or in a survey by a magazine. Whatever the source, it’s what prompts you to go home and ask why your partner doesn’t treat you as well, or tell them how badly someone else is doing. And it’s the big one for social media measurement, because it’s all about the referrals and the recommendations. Recommendations and links are the equivalent of public displays of affection.
Now, if you combine all that information about two individuals in a relationship, you start seeing that actually, there’s quite a lot of ways you could build up a reasonable idea of whether a relationship is being enjoyed by the people within it, and then be able to compare it to other marriages. It’s not 100% accurate, and maybe they’re staying together for the children, but metrics never cover ever 100%
And by the same token, there’s a huge wealth of information already available on social media marketing, especially if you’re already tracking the normal metrics via a standard analytics package.
The trick is working out what to add to what is already available (influence of prominent couples/recommendations for example), and how to bring it all together into something that is understandable. That’s the alchemy.
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