I bought Katie's book on the spot. Six hours later I have already found a good many nuggets of information that I believe will be useful for Transformation Agents in the DoD.
Gaining trust, building relationships, and communication with a purpose are things that many people instinctively understand are an important part of a change management program. But until now, I didn't know anyone who had a well documented methodology for measuring success (or failure) in these areas.
For anyone engaging social media as a means to an end: Katie's talk today was about how to measure the quality of relationships created through social media vs measuring the number of hits a social media site gets. The crowd laughed as she described her personal definition of "Hits" as
"How Idiots Track Success."She made a good case for why measuring the number of hits a Web site gets is insufficient. Relationships matter more.
If you haven't already heard the question, I expect it will be a common for people holding the purse strings in the DoD to ask: what is the effectiveness of this media? We will need to be able to step up to that question with evidence.
Her book is titled Measuring Public Relationships: The Data-Driven Communicator's Guide to Success, and can be found on Amazon.com.
Katie also has a PR Measurement blog at http://kdpaine.blogs.com/
I recommend this book for anyone wanting to inject some science into an area traditionally thought of as "mushy" or unmeasurable: relationships.