ComScore & New Social Media Metrics
Statistical data has been the driving force in determining audience size, time on site, ad clicks, page views and any other element that could possibly be tracked. These metrics, however, have proven to be inconsistent at best as the way websites, especially social media sites, are developed, implemented and consumed has evolved.
Steve Rubel predicted that the page view would be a dead metric within the next four years. If comScore and Federated Media have anything to say about it, however, its death will come much sooner.
The two entities are partnering to develop new methods in which to effectively measure the popularity of blogs, news portals, and other socially driven sites whose audience may not be accurately portrayed by traditional analytical methods such as the page view.
"The complex nature of blogs and community-driven sites like Digg presents unique measurement challenges," said Magid Abraham, president and CEO of comScore Networks.
"In partnering with Federated Media, comScore will harness their experience with a large network of blogs and consumer generated sites to ensure that the blogosphere has available to it the most accurate and reliable third-party measurement services."
"We're delighted to be working with comScore on this important measurement effort," said John Battelle, chairman and publisher of Federated Media.
"If anyone can provide the audience measurement services needed by the conversational media world, it's comScore."
The social media train keeps picking up steam, showing no signs of slowing down in the foreseeable future. The hype surrounding user communities is so large now that apparently comScore feels the need to generate an entirely new method of metrical analysis for these sites.
The jury still remains out as to the long-term impact of social communities as far as innovation and marketing strategies are concerned.
Loren Feldman at 1938 Media has some insightful commentary on social media; that guy really knows his stuff.
Tags: Social Media, comScore
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