Social media count shows how active the social web is | Matter/Anti-Matter - CNET News

Gary Hayes little flash application shows how active the social web is. Hayes built the application based on data he pulled from a range of social media sources, which he compiled at the end of September 2009.  You can download his Social Media Count here.

 

via news.cnet.com
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The Click Remains Irrelevant: 'Natural Born Clickers′ Return - comScore, Inc

"The Click Remains Irrelevant: 'Natural Born Clickers' Return" was presented by comScore Chairman Gian Fulgoni on September 14, 2009, at the iMedia Summit in Coronado, CA.

The curse of the Internet as "the most measurable medium" is perpetuated by continued industry reliance on "the click" as a relevant measure of display advertising efficacy. The industry simply needs to get off this click crack in order to earn a rightful place in marketers' budgets and mindsets.

In February 2008, research published by comScore, Starcom, and Tacoda, entitled "Natural Born Clickers," helped to disconfirm the value of the click by demonstrating that only 16% of people were responsible for 80% of all display advertising clicks and that this audience was demographically weak from a marketer's perspective. This and other industry research has helped to prove the necessity of measuring display advertising's effectiveness beyond the click. Still, many questions loom about how to best quantify the value of display advertising.

via comscore.com

The slides can be downloaded from comScore

The implications (last few slides):

  1. Focusing on the click ignores the 84% of internet users who never click and the 90+% of category site visitors who were exposed to ads but did not click
  2. Advertisers need to move away from this metric and start measuring the success of a campaign against its actual objectives (awareness, preference, sales, etc.) – Driving clicks is never the true purpose of a campaign
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