Active content: What stats do you need to measure when you’re charting the 2 way web?

The standard measurements of the web on a monthly basis are number of uniques, number of pages viewed, time spent on site, frequency of visits–I could recite them in my sleep (I just did.)
But what other stats do you need to measure when you’re charting the 2 way web, the interactive web, web 2.0, the one where we all share and comment and contribute?
Some metrics that interest me–especially for publishers., portals, and companies trying to build community and commentary around their site:

  • Frequency of posts (let’s make sure the bloggers know they have to post frequently)
  • Number of comments per post, or
  • Average number of comment
  • % increase or decrease in number of comments
  • Links in and out to the blog (power laws)
  • Authority or attention of top 5-10% of linkees

Anything else you’d measure?
Side note: Steve Rubel has a good post today on a related topic–measuring the blogsphere not in terms of total blogs, but in terms of posts per second. He writes “David Sifry at Technorati wrote today that the search engine is seeing more than 900,000 posts per day on average, which means about 10 posts per second”–and that’s the one,

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  1. Elisa Camahort says:

    Hi Susan: I do my most comprehensive reporting to the client who sponsors my blog.
    I do quantitative reporting weekly:
    Page views
    # of posts
    # of comments
    # of inbound links
    I do more qualitative reporting monthly:
    -Quality/relevance of the blogs that linked to it.
    -Where the commenters seem to come from.
    -I also report on blogs that mention the sponsor’s company and how we responded to them (whether via comments or in a blog post) and whether the original blogger acknowledged our efforts to respond.
    I also add on a couple of additional quantitative stats for the monthly report:
    Technorati ranking
    Average page views per day
    Unique visitors
    First time vs. returning visitors
    So far it seems like more than they even need/require, but I like to cover my bases.

  2. Max Kalehoff says:

    You should have attended the Word of Mouth Marketing Association’s Measurement conference on July 13. All the big and niche research companies were there, as well as marketing agencies, academics, brands and others. Some links of note:
    WOMMA’s Research Council:
    WOMMA’s first draft of the Measurement Standards Terminology Framework:
    And the first big compilation case studies on how companies are applying the WOMMA Terminology Framework to measuring Word of Mouth and conversational marketing:
    It’s not just the two-way Web, it’s about the two-way conversation marketing model, which takes place on the Web, but also elsewhere, offline.
    Max Kalehoff

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