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« Edelman academic summit, part 1: International | Main | Edelman academic summit, part 3: misc. thoughts »

02 July 2008


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Kelli Matthews


I really wanted to be at the Summit - maybe next year! This is a great summary. Thanks for providing these and giving me some food for thought.



Karen - Thanks for posting your notes. I especially love this point - "It’s an intimacy medium." However, as the speakers point out social media goes beyond just a 'feel good.'

Karen Russell

Kelli and Toby, glad it came in handy. The speakers had so much to say I couldn't keep up with the notes. But I tried.

Simon Collister

Hi Karen. really nice summary here. Thanks. can I ask if you could clarify one of Sean's points? He said "Social media value is trapped in the Long Tail of its metrics – we measure traffic, unique visitors". Surely if we measure traffic in the long tail we will not suee huge volumes. Rather if we measure quality of engagement we should see much greater/better conversations albeit with a smaller number of people. Is that waht he getting at? Any additional info gratefully received. Thanks!

Karen Russell

Simon, rather than give you my interpretation, I asked Sean to review your comment, and he was kind enough to reply.

Regarding the "Long Tail of Metrics," Sean wrote, "most of us fall in the trap of justifying social media's existence by traffic/members/visitors, which albeit important, oftentimes we find the real value is trapped in the stuff we don't often attempt to measure - engagement, content, insight, new business, employment hiring, customer support.

"This may be the result of a smaller more enagaged group of people, but by referring to long tail - I meant to use the metaphor to say 'there is just as much benefit collectively in the stuff that has a low incidence of measurement as there is in the conventional metrics.'"

Hope that helps!

Simon Collister

Spot on! Thank Karen & Sean.

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