Baffling Blog Measurement

It’s a topic that obviously goes well beyond tone alone, certainly, but humour me for a moment.  Automated or not (a whole other debate), what do we/ should we be toning and what shouldn’t we?  What’s meaningful? Where do we cut it off?  For example, arguably, one could, I suppose:

  • apply an overall leaning or sentiment to a blogger (I’ve seen this done for political bloggers)
  • tone for only the original post
  • tone for each comment individually that responds to each post
  • apply one aggregate tone that accounts for an overall sentinment of all of the comments (a colleague coined the phrase ‘conversation tone’…similarity to conversation index intended…which I think has some merit) 

Again, before I get an onslaught of comments and e-mails, I recognize the discussion about measuring blogs is far more complex (traffic, relationship indices, polls linking to biz tangiles, social network analysis etc.) that strictly tone.     


2 responses to “Baffling Blog Measurement

  1. For me it often helps to tie proposed measurements with outcome: “What outcome do you want to predict/explain from your measurements?”

    Tone of voice is relevant to measure because one may be able to make the argument from “tone of voice” can be transformed into positive/negative promoters which again can be correlated with relative growth.

    Similar there is good research to document the relationships between share-of-voice and share-of-impact (influence adjusted share-of-voice) and outcome (sales), for example in the pharmaceutical sector.

    I am not aware of any research that suggests that a “conversation index” can predict/explain/correlate with any kind of outcome and I’m having trouble making the logical case that it should.
    So if a proposed measure doesn’t explain (or help to explain) part of an outcome, what would be the justification for it?

  2. I don’t claim for one second that a conversation index or a conversation tone is in any way a measure of outcome. (Absolutely agree with you that outcomes are critical) It’s output only. While outputs are bottom of the measurement barrel, they are a small part of a much larger equation.

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