Are there trustworthy analytics/metrics for measuring “influence”? In the web 2.0 world we count hits on the blog, friends on Facebook, Twitter stats, etc.
According to Twinfluence I have a Twitter rank of #8,862 and:
- Velocity: 1,020 second-order followers/day
- Social Capital: 56,171.6 +10.6 Very High
- Centralization: 55.50% / -0.5 Average – Fragile
To understand this read a “Web Analytics Demystified” blogpost from Eric Peterson here – in truth it means I am selective who I follow and who I allow to follow me – the figures can be manipulated…
He also talks about the Twitter ratio – mine is less than 1.0, pretty normal:
- “A ratio of less than 1.0 indicates that you are seeking knowledge (and Twitter Friends), but not getting much Twitter Love in return.
- A ratio of around 1.0 means you are respected among your peers. Either that or you follow your Mom and she follows you.
- A ratio of 2.0 or above shows that you are a popular person and people want to hear what you have to say. You might be a thought leader in your community.
- A ratio 10 or higher indicates that you’re either a Rock Star in your field or you are an elitist and you cannot be bothered by Twitter’s mindless chatter. You like to hear yourself talk. Luckily others like to hear you talk, too. You may be an ass. “
If I start using social media to get my my “numbers” up – on whatever media – is that building a brand or ego bombing your constituency? Peterson says:
“Hey, the two things I spend the most time on in Twitter is trying to find great people to follow and trying to share interesting ideas.”
Same here, although because the UK hasn’t got Twitter into the mainstream yet ( and certainly not non IT folk) I am not surprised that it is less effective in getting conversations going.
To come back to the original question web analytics are good on numbers (and can be gamed), but understanding influence in the wider sense (how to achieve behaviour change) is more than a numbers game (sorry).