Andy on Twitter

  • Would be consistent with what they’ve done around the world. And their right to do so. What the Aussie Govt is prop… ,
  • It’s interesting to me how when a company () details how it will respond to legislation it is deemed by the… ,
  • Good read on the interference of Govt in how the Internet works... Internet's founder, US officials slap down News… ,
  • OMG. So sad... ,
  • Good look at the impacts of SAH on compliance and tech... Be Prepared to Stay at Home in 2021 – even if you don’t w… ,
  • Dense Discovery is still my favourite newsletter. Look forward to it each week. Well worth supporting IMHO.… ,
  • Great read... I Feel Better Now | Jake Bittle ,
  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
  • Still a bit surprising to me how often people confuse a successful company with a monopoly. And how they will compl… ,
  • And what about the rest of the Internet... they'll ask to dip their hand into the Google coffers as well... this is… ,
  • And oh, isn't Google fully within its rights to say "nah, don't think so, "we'll just stop surfacing news we have t… ,
  • Wonder if our Govt will figure out how search works and understand we want to find news on Google and it takes us t… ,
  • Connect

Measuring Engagement

The degree to which readers engage with media should be a critical factor in understanding the value of that media. My view has been that the degree to which actions intended from any marketing activity – say downloads – occur is proportional to participation in that media by readers/ views/ the community. For this reason I like Scoble’s idea on measuring media engagement.

This will require a step-change in thinking by communicators. Rather than looking at the reach of publications, we need to think in terms of participation.

Illuminating Buzz’s experience in downloads driven by USA Today vs. Scoble is our experience with online tech media. From them, the traffic is nominal. But a post by James Governor of Redmonk referring to LogLogic on average drives a 14% spike in traffic to the site. This is just one dimension of participation and probably the most base level (traffic, link push-through, etc.).

Where Scoble starts going with this idea is really interesting and where you get to the heart of participation. Do people not only scoot from James to us but when they arrive do they start doing things – like downloading, viewing, registering, commenting? That is where traffic becomes exponentially available.

So which is more valuable to me. InfoWorld or Monkchips? The lazy answer is both. But in resource constrained start-ups you punt on the media driving hardcore participation.

One Response

  1. By James Governor on October 27th, 2006 at 11:17 am

    One of our clients Five Runs, when just a prospect, briefed Cote. Cote blogged about the software – and pointed to the beta program. we referred more than 50 new signups to the beta program that day… which is a data point, like yours, that i am very proud of.

Leave a Reply to James Governor

Connections

  • Connect
How did you connect?   [?]