Kami Huyse has a brief teaser from a presentation she did on Social Media measurement.
One of the things I will stress is the importance of having well-defined objectives. By definition, objectives have to be measurable, "What would you like to see happen and by when as a results of engaging in social media?"
But many bloggers and other evangelists see this question as devaluing the relational part of social media. In other words, they fear that reducing everything to numbers and what the company will gain.
However, I think that in social media, it might be better to set what I call Relational Objectives. This is better defined as the place where the interests of the organization and the interests of the communities they serve are aligned within the context of the relationship within the social environment. Or the place I like to call the Sweet Spot. I am unveiling this chart tomorrow for the first time, but you get a sneak peak.
This very much resonates ... I'd like to see a concrete example along with the venn diagram.