The talented staff at the digital think tank Undercurrent has launched a new social media research survey that will be open for responses until the end of August.
According to the people at Undercurrent:
Obviously, this isn’t a random sample, so the results won’t be scientific. Nonetheless, the survey has the potential to produce some key insights (which Undercurrent will publicly share).
I’ve taken the survey. It’s short and painless. Some of the questions may box you in a bit when it comes to offering the most accurate and complete response possible. Yet, on the whole, it’s a well-constructed survey.
I’m specifically glad to see that the survey includes several questions about social media metrics, such as the two shown below.
As you may remember, back in 2007, I conducted a random sample of PR Newswire’s client database to measure the credibility of blog metrics. My findings suggested that the PR practitioners surveyed understood what types of measurements they wanted, but they didn’t know how to achieve them.
The Undercurrent survey is targeting those who actively work with social media, so I expect it will provide some useful indications as to what type of social media metrics clients are currently demanding (or willing to pay for). Hopefully the survey will reveal that most clients understand that it takes more than rudimentary metrics such as their number of fans on Facebook or followers on Twitter to determine how successful their social media initiatives are. As I explained in a previous post, having someone simply follow you on Twitter or become a fan on Facebook means little. It takes more than that to establish a relationship.
I look forward to the findings of the Undercurrent survey. You can read a bit more about this project at Julia Roy’s blog.
To contribute your input, you can take the Undercurrent survey here: http://bit.ly/socialmediasurvey
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