Comments on: The Rational of Irrational Social Media KPIs http://jesperastrom.com/social-conversion/the-rational-of-irrational-social-media-kpis/ Where information is free, application & tactic becomes key Mon, 21 May 2012 18:43:51 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Jesper Åström http://jesperastrom.com/social-conversion/the-rational-of-irrational-social-media-kpis/comment-page-1/#comment-31 Jesper Åström Wed, 25 Mar 2009 21:23:13 +0000 http://jesperastrom.com/?p=227#comment-31 Yes. When working with surveys I completely agree with you and this should be a part of the constant evaluation when trying to improve brand position. However, what I am looking for is a way to find indicators of increase or decrease in brand value as a result of interaction through social media. Just as a buy is a way to say that the percieved utility of the buy was greater than the work effort to perform the buy, I am sure we can find similar success events outside and on the website that can indicate whether or not we are moving in the right direction. If we find such indicators, we will be able to adjust our communication so that it fits the respecitve audience, product or service. Yes. When working with surveys I completely agree with you and this should be a part of the constant evaluation when trying to improve brand position. However, what I am looking for is a way to find indicators of increase or decrease in brand value as a result of interaction through social media.

Just as a buy is a way to say that the percieved utility of the buy was greater than the work effort to perform the buy, I am sure we can find similar success events outside and on the website that can indicate whether or not we are moving in the right direction.

If we find such indicators, we will be able to adjust our communication so that it fits the respecitve audience, product or service.

]]> By: Mika http://jesperastrom.com/social-conversion/the-rational-of-irrational-social-media-kpis/comment-page-1/#comment-30 Mika Wed, 25 Mar 2009 17:41:55 +0000 http://jesperastrom.com/?p=227#comment-30 When measuring any sort of perceived value it is always better to use graphical tools to represent customer opinion. Use a common grid chart where each opinion starts at 0 going out to 5 (or whatever the max value is) insert the core values of the brand at each axis, have the customer rate each value between 0 (not true) and 5 (100% true), create an area between the selected points. The larger the area - the better the communication is working. /M At least that's how When measuring any sort of perceived value it is always better to use graphical tools to represent customer opinion. Use a common grid chart where each opinion starts at 0 going out to 5 (or whatever the max value is) insert the core values of the brand at each axis, have the customer rate each value between 0 (not true) and 5 (100% true), create an area between the selected points. The larger the area – the better the communication is working.

/M

At least that’s how

]]>