I’m doing a lot of thinking these days about measurement of the effectiveness of public relations programs. We’re covering this in my class and my day job is, well, getting kicked around a bit of late.
I have long been a proponent of the premise that, in order to do good measurement, you need a “mashup” of tools. You need to look at, of course, print, blogs, Web sites, message boards (especially in the world if finance), but measurement often lags behind the subject matter that it measures.
Enter Twittermeter. Twittermeter uses the Twitter API to scrape the site’s public feed and creates a database of every word sent over Twitter. Though database overages have forced the site to display only results for the past week, they have data since November 6th, 2007 totaling over 14.5 million words from 2.1 million status messages.
Twittermeter creates buzz graphs comparing words. For example, the graph below for the word “earthquake,” clearly shows a spike during the UK quake that took place earlier this week.”
Cool. The challenge, for communicators, is now to add that to one big tent. I am an unabashed fan of Custom Scoop, a platform that, while collecting information for thousands of print sites and blogs, also offers one of the opportunity to accept .xml feeds from other sites. The more that you can measure under one big tent, the better. Tweetscan (or Twitter Search, whichever you call it) can also do it.
And while I am at it, measurement should not be about the tone or favorability ot articles, but of mentions of the company or issue that you are tracking. Thanks to Katie Payne, I am now a disciple of “Measuring Public Relationships.”