Measurement authority Katie Paine has a take no prisoners series on measurement menaces.
Her current installment calls out companies that create simplistic indexes, such as Social Chorus and their earned media value index that automatically calculates the dollar value of earned media impressions.
The notion that measurement can be based on an automatically derived index is ludicrous — let alone putting a summary dollar value on it. These trumped-up “metrics” are social media snake oil. Firms [offering these types of metrics] seduce naïve marketers into putting fake numbers on their social media efforts. These bogus metrics then get passed up the food chain as if they were real measurement.
Not only will such “menacing” numbers be seen for what they are and rejected by the C-suite, they “perpetuate the notion that social media is valuable only because it’s a cheap way to get your messages out. Social media — and PR in general — has far more valuable applications. The most dramatic social media ROI numbers come from organizations that use social media for so much more than broadcasting messages, like customer service, product research, and solving problems.” Yes, she’s for turning your social media goals upside down.