Measuring the influence of Twitter
As Twitter becomes more present in communications, is there any way to measure how influential it is? Well, there are plenty of tools to monitor Twitter usage. But the MetricsMan blog has some wise word of caution about these tools. He warns that the tools are not really measuring influence, as he puts it well:
The problem here is no one is actually measuring true Influence – the ability of one individual to change another’s opinions, attitudes or behavior. You can’t surmise whether or not an opinion or attitude has been impacted, you have to conduct research. Opinions and attitudes exist within individuals. You cannot assess this by proxy, looking strictly at online metrics. Online behavior can be measured without primary research, but offline behaviors have to be observed or reported.
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