Blogarithmics: EFLAP? What Stats Get Included?

As you provably gathered from my comment on the first Blogarithmics post, I really think you’re on to something here.
“Can such a measurement be beneficial to the small-town banker or solopreneurial dog groomer?”
Not only do I think it’s beneficial, I think ultimately it can be critical. I believe the key is using it to tie back to core business goals, and measuring how the social aspects of your marketing – like your blog and associated conversation – further those goals. A combo of a software metrics tool, along with some customizable profiles and factors, would be the best option. Sort of a service and product in one.
BTW – this is thinking out loud, too.

Perhaps another metric would be a comparative one – your business blog vs. others in its class/topic. A .350 average for Tony Gwynn means a lot more if it’s higher than that of all the other palyers. So maybe Technorati rank as compared to the ranks of other business blogs indexed in Technorati under the same topic heading (e.g. advertising). Also thinking out loud here.

Tony, right on target with all this being tied to business goals. Who is the target audience (demo and geo)? What is the desired response? And does the measuring of these stats help create a more efficient blogging practice? Is it necessary to even do so, or should we simply value the conversations taking place?
If the latter, I believe many a blogger (remember – a company blog) will stop blogging.

Good thinking – and I am liking the challenge. Hoping to create a formula that assists in obeserving and analyzing efforts, not proving a pre-determined point or a popularity rank.
Again – this isn’t to measure ROI, per se, though that may end up being part of the process down the road.
If we have a groomer with high popularity and they aren’t getting new business – then we have a problem (and the blog coach should be sent to the minors). That’s why popularity should be at the low end of the weighted formula, yes?
The last thing we want to do is turn the dog groomer into a full-time blogger who loses her business because she neglected the customers and dogs. And if four posts/four comments brings in the same as eight posts/four comments – let’s go with the former, right?

“If we have a groomer with high popularity and they aren’t getting new business – then we have a problem (and the blog coach should be sent to the minors). That’s why popularity should be at the low end of the weighted formula, yes?”
That’s exactly what I’m saying. And that’s why blogging, I think, should not be divorced from traditional marketing, as some kind of special project. The only real metrics for this, for most people, is cash in the till. The difficult bit is identifying where that has happened, since you’re also engaged in other marketing activities and blog conversions can be mixed up with those.

Tony – Right! “You then use data analysis to track specific pieces of the system back to the goals.” You said it right there!
Ian – Yep, yep – we’re on the same path. And though difficult, I’d like to see if we can tell through data whether the piece (blogging) aids the whole (marketing strategy). Does the mustard really add something to the gravy? (And yes, I put a touch of mustard in my gravy – try it:-))
Carolyn – Great thought…and I think both if time allows. I don’t think I’d substitute co-op for solo blog, but a co-op would not only extend reach, but make the dog groomer better at their craft.

Tony,
That’s precisely what I meant, a network. I thought the two were the same thing.
Carolyn

Mike et al,
I’ve been following these metrics posts with interest. As a relatively new blogger (a couple months) I am quite conscious of the numbers. So I get why those matter.
But what seems to be missing in the discussion and for me, what would make any number relevant is a qualitative measure. Sure, we can count in and outbound comments, or posts or hits. But in all fairness, two blog posts are not natively equal. I can simply pop in a quote or a link and call it a day. And if the quote is interesting, it might get a comment or two. Or, I could travel out into the blogosphere and write “great post, keep them coming!” 50 times. Is that really adding the same value to the community as 5 thoughtful posts of substance?
One of the things that makes blogging so intriguing is that there is an element of “sink or swim, kid.” I could post 5-6 times a day, as some do, and if my stuff is dull or staid, I won’t be able to grow my audience. But, if I post once a week but am pithy as hell (unfortunately, I am not…so I post more often!) I could gain great notoriety and become the darling of the blogosphere.
Perhaps I am being a blend of naive and idealistic…but until the metrics can both measure and properly assign weight to both quantity and quality, I’m not sure how valid or valuable the measurement would be.
Best,
Drew

Mike,
This is sort of akin to assigning a value to a piece of art. Des Moines is reknowned for their Art Center. They paid a little less than a million bucks for 3 shop vacs in acrylic boxes attached to the wall. While they are dancing a jig at the bargain they got, I think they got hosed.
The value of someone’s thought, sentiment, help or idea is immeasurable, IMO, simply because what may be mind-blowing to me may be drivel to you. Or visa versa.
In some ways, isn’t this what digg and delicious etc are all about? They attempt to measure value but in the end, that value is manipulated by popularity or other slight of hand tricks?
Part of the power of the blog world is the sheer democracy of it. Put your idea out there. If people like what you say, they’ll stay. If you bore them…they’ll move on.
Who/What would get to be the value police or judge?
Drew

Mike,
Ahh, I am tracking with you now. But, I think its a little like telling middle schoolers that their grades are their own business…and not to share.
It still might get to be a pretty public piece of information.
Drew