Media measurement: a ‘good pulse check’ for communicators

How do you reach someone who’s fixated on print publications, and a digital nomad who’ll only scan the headline and the first few sentences of your story, online? What happens when both these people constitute your target demographic?

Johna Burke, VP of BurrellesLuce pried open that black box at the IABC Phoenix lunch seminar this afternoon. The “Four Generations” approach to media measurement means the Gen Xers and Millennials have to be reached –and tracked– in the same sweep as the Traditional and the Boomers.

It means PR practitioners and communicators should start paying attention to the core values, and what make these audiences tick. It’s not just about targeting (for marketing) but engaging them (for internal communications.) Media measurement is a “good pulse check” to understand how to best reach and manage these diverse generations, said Burke. For Millennials for instance, she recommends managers personalize their work and even their benefits package because one size does not fit all in their world. There were lots of other insights about measuring the outcomes based on this approach and the metrics.

Sidebar: There were echoes of the ‘social technographic profile‘ made popular by Forrester analysts Charlene Li and Josh Bernoff in their blog, and their book, Groundswell.

If you are interested, a condensed version of Johna’s presentation, “Four Generations of Audience, Four Generations of Media–One Approach to Media Measurement,” can be found at Bulldog Reporter.

Quotes for the week ending 7 June, 2008

“Marketers are horrible at getting close to customers …they say they want it, but they don’t”

Charlene Li, VP-Principal Analyst, Forrester Research, in Advertising Age which picked here as one of the Women to Watch

“But neutrality and readability are two vastly different things; neutrality doesn’t make an article inherently understandable. That’s what an editor does.”

Shel Holtz on the value of good editing, and the role of professionally produced encyclopedias.

“Additive or Core Ingredient? Putting Social Media in the Mix”

Topic at “OMMA Social” a one-day event on social media, on June 23rd.

“Copy gets in the way.”

Seth Godin, on why it is important to use the discipline of the classified ad –paying by the word- when crafting ad copy.

“It’s hard to imagine a public confession more extraordinarily frustrating or profoundly unsatisfying.

Leonard Pitts, syndicated columnist, on Scott McClellan’s book What Happened dealing with White House deception.

“We’re getting treated like air freight.”

Robert Mann, aviation consultant, on the possibility that airlines may adjust ticket prices according to a passenger’s weight.

“When a newspaper moves online, the bundle falls apart.”

Nicolas Carr, writer and member of Britannica’s Editorial Board on the economics of culture and media.

Quotes for the week ending 22 Dec, 2007

“Forgive me for being an old fart, but today’s “social networks” look to me like yesterday’s online services.”

Doc Searls, on why he is not joining a debate on whether brands should build their own, or join social networks.

“If I were a brand or agency, I would be down at the picket lines seeing if some of this top story-telling talent was available for freelance work.”

Joe Marchese, in Online Spin, on the impact of the writers’ strike, and what ad agencies should be considering.

“Democrats are at least 10% more likely to do just about anything involving social technologies. The Republicans are the opposite — they’re a lot LESS likely to participate.”

Josh Bernoff, on Charlene Li’s blog at Forrester Research, commenting on the social media profile of presidential candidates in the U.S. elections.

“At the end of A Bug’s Life, the main character, Flick, finally convinces all the ants that they have to stand up to the grasshoppers who’ve kept them repressed for years …It’s what happens when we all have a voice, and distribution, and the ability to get together and say something.”

Chris Brogan, co-founder of Podcamp, about how Social Media is a Bug’s Life.

“Googlepedia is perhaps a more direct rival to Larry Sanger’s Citizendium, which aims to build a more authoritative Wikipedia-type resource under the supervision of vetted experts.”

Commenter Ben Vershbow of IF (The institute of the future of the book) analyzing knol, Google’s answer to Wikipedia, that was launched this week.

The word “weblog” celebrates the 10th anniversary of it being coined on 17 December 1997.

BBC, on the birthday of the word that got all this started!