Last night’s Third Tuesday Toronto had a more relaxed atmosphere than the events I’m familiar with in Ottawa. Perhaps that was because of the size of the crowd (standing room only in a room with a capacity of 160) or maybe because I was sitting with the wild kids at the back of the room (Jay Moonah, Eden Spodek, Doug Walker, Dave Fleet and ring leader Collin Douma).

Michael O’Connor Clarke moderated a discussion on measuring social media with panelists Katie Paine, President of KD Paine and Partners and author of Measuring Public Relationships, Marshall Sponder, Chair of the Web Analytics Association`s Community and Social Media committee, and Marcel Lebrun, President of Radian6.

Most of the discussion centered around the need for metrics and how they should be presented to clients or management as well as some of the elements that can be measured.  Ms. Paine’s direct approach which includes the ‘Suckiness Factor’ boldly displayed on charts and graphs was by far the most interesting and entertaining.  I had hoped for more discussion on methods for collecting metrics and specific case studies on the collection, presentation and influence of metrics in decision making by clients.

The panelists’ parting thoughts on social media and metrics ensured that the evening wrapped up on a high note.

• Katie Paine: ‘measure how much social media traffic you get’
• Marshall Sponder: ‘listen about you’
• Marcel Lebrun: ‘listen about the marketplace’

I’m off to the Mesh Conference.  I hope to have the opportunity to blog during the day.