Solving the social media measurement problem

Katie Paine’s seven steps to determine what coverage in the blogosphere means to your company

News flash: Social media isn’t going anywhere. This whole “blogosphere” thing has gone from a social phenomenon to a full-blown media outlet.

Yet today, many companies still do not measure the impact social media is having on them—an issue Katie Paine, head of KD Paine & Partners and social media measurement expert, runs into all the time and which she attributes to a fear of measurement.

“Instead of talking to a list of the top 10 publications in a particular category, you’re talking about a list of the top 10 million blogs,” Paine said. “That can be very overwhelming.”

So when it comes to solving the social media measurement conundrum, Paine has a seven-step process for every client.

1. Determine your mission and goals