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Beta metrics don’t hep us know ourselves, they merely provide us with known unknowns

One hundred years ago someone used a ruler and drew a line an inch long on a piece of paper. Yesterday, some found that piece of paper and, using a ruler, measured that line and found it to be an inch long. This didn’t really happen but the point stands: an inch is an inch.

Hypothetically, if a year ago, I had a Klout score of 50 and earned 2,500 Nike Fuel Points and today I have a Klout score of 55 and earn 2,000 Fuel Points, am I more influential and less active?

The correct answer is: I don’t know.

In that time both Klout and Nike have recalibrated how they calculate their metrics. Your scores from last year aren’t being measured on the same scale. A fuel point isn’t a fuel point. A Klout score isn’t a Klout score.

Now, of course, we want the most accurate metrics we can get. However, part of the appeal of metrics is that they help us understand how things have changed over time. Am I more influential? Am I more active? What is the trend? None of these questions can be answered if metrics aren’t consistent.

Wearable technology has emerged as the big trend at this year’s CES. These devices will capture a lot of data about us and a considerable portion of the captured data will be presented back encouraging us to improve ourselves but behind the hype many of these metrics will be no better than your own gut instinct.

So wear the bracelets, track your scores and enjoy the positive communities built around them, but remember that all you really know is that you don’t know. These beta metrics are Rumsfeldian ‘known unknowns’.

Much is written about the rise and rise of reputation. I took a look at Google Trends to see how popular reputation was in relation to brand. It turns out brand is much, much more searched for.

The below chart shows the findings. I set the parameters to searches in the UK focused around business and industrial issues.

This isn’t an insight or a significant finding, but it is interesting and worth being aware of.

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A huge thank you must go out to @JrAthletics for helping set up the plugin for the above chart. Please do follow @JrAthletics on Twitter and check out the website juniorathletics.co.uk.

As Christmas approaches and the nights draw in, families gather and stories are told. Well, gather round my digital kin and let me draw a scene in your minds of two iconic British brands with the help of two iconic British scribes.

A couple of days ago, I tweeted the title of this blog as a thought for the day. It’s a thought that’s been circling in back of my mind for quite a while.

From the off, let me say that I think awareness is really important. People need to know your product or issue exists and what it’s for. But campaigns should be more than a public service announcement. They should make things happen.

I can see why communicators are drawn to awareness. It’s measured in surveys and clicks, RTs and likes. These are metrics that can be measured in different ways, aggregated, weighted and, dare I say, manipulated?

Increased sales. Legislative change. Altered business practices. These are all outcomes that are reasonably objective. You either achieve them or you don’t. Campaigns that make these things happen aren’t centred on awareness.

From staging post to destination

At some point awareness moved from being a necessary condition for achieving a campaign’s goals, to a goal in itself. It became an end point.

Anecdotally, I think a lot of it is down to the rise of engagement and conversations. There are countless papers and articles about the need to engage with consumers, to have conversations and build deeper relationships. Again, all of this is true. I have no quarrel with it. Yet, somehow the purpose of all this engagement and all these conversations has been lost.

What good are strong relationships and positive experiences if they are fostered and then left to passively convert themselves into sales? Campaigns should build on that positivity and then inspire people to a specific action. Those that do will always be more successful than those that stop at a good conversation.

All of this is blindingly obvious. It’s communications 101. Yet for some reason it needs restating. So let’s build awareness and have the conversations, and then let’s cap it all off by creatively inspiring specific, positive actions.

This article was also published here on Medium.