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December 04, 2006
Buzz Measurement
Had an interesting conversation the other morning with Simon McDermott, CEO of Attentio SA/NV about measuring blog buzz for business.
It's been my feeling for some time that two things make the talent marketplace a difficult challenge for technology-based and quant measurement of brand impact:
1. Most companies don't spend enough on recruitment advertising to make a lasting impression on most people not actively seeking work, and;
2. Most recruiters are far less interested in active candidates (folks actively seeking work) than they are in passive candidates.
Ergo, the folks you want to hear from aren't listening and the folks who are listening aren't your target. But blog buzz measurement just may offer a third path.
The concept of blog buzz measurement is simple enough not to require explanation, beyond, "you're looking for mentions of your client on blogs and measuring it." As you might imagine, the devil's in the execution, but that's a topic for another post on another blog. (I found the Attentio blog surprisingly non-technical, which seems a missed opportunity, given the organization's focus, so you'll need to look elsewhere.)
Posted by davidkippen at December 4, 2006 02:41 PM
Comments
Hi David,
When you mean non-technical, can you outline what you would like to see? Are you talking about how we collect the information, how we set up tracking projects, how we isolate important important information etc.
Happy New Year,
Simon
Posted by: Simon McDermott at January 10, 2007 02:33 PM
Hi Simon,
Yes, exactly. Your site is very nice from a marketing standpoint but our conversation about how you gather your insights--the techniques you use, what you derive from them--was far more interesting. I'd suggest reflecting some of that richness on your site.
Best,
David
Posted by: David Kippen at January 26, 2007 07:09 PM