Social Media Tracking — The Indiana Jones Strategy

I have just posted my 451st tweet.  To what purpose?

hatHow do you measure the effect of your Twitter activity?  I’m using three services, Klout, PeerIndex, and TwitSprout.  These services provide a measure of something, but what do the numbers mean?

I guess the easiest thing to do is to divide my personal social media participation from my business social media participation.  The personal stuff is on my Facebook wall and on Twitter.  It’s political, humorous (maybe), occasionally stupid and meant to be part of an extended, virtual hanging out with friends and some folks who I’d never see in real life.  The analytics here are easy: Do I have any engagement, do they seem to enjoy my company, and do I enjoy theirs.  It’s personal, not business.

My business related postings are here, on my Facebook page, on LinkedIn, and on Twitter. The goals of these posts are to establish my brand as someone knowledgeable about technology, reasonably literate, and someone you’d like to hire.  The strategy is to read widely and comment, develop interesting analyses, write well, and come off as smart, funny and personable.  (Your mileage may vary.)

The analytic services measure breadth of influence, size of audience, and perceived authority and plot them on a variety of axes.  It’s fun to get a rising PeerIndex score and more Klout, but those are not the ends in themselves.

In the end, the result that matters can be measured on only two axes, fortune and glory.