New Media & CGM Measurement

New media measurement aims to quantify the volume of traffic to online properties and evaluate attitudes and opinions in the dynamic environment of consumer-generated media (CGM).

New Media Measurement and CGM

New media measurement aims to make sense of the content and comment on a wide range of online venues: traditional news media websites and weblogs, online-only news sites and blogs, social networks, virtual communities and more. Each is a potential venue for allies and fans or competitors and detractors. And because of interactive features only found in electronic or online media, such as messaging, lists, file-sharing and search, news and rumor can proliferate instantly to thousands if not millions of people. All these features present different obstacles for new media measurement.

Echo Research recognizes that this is clearly a new environment for stewards of corporate and brand reputations responsible for online content evaluation, and for public relations professionals in general who seek accurate techniques for new media measurement.

New Media Monitoring

New media measurement finds the greatest challenge in the different categories of CGM properties such as blogs, forums, social networks and file-sharing tools. They all run on the Internet, but each uses different channels and operates with different technologies. Therefore no one single tool can monitor all the sources needed for online content evaluation. Yet there are far too many individual CGM properties for the human eyeball to track. Thus, there’s no one-size fits all solution for new media monitoring. Echo uses a combination of automated monitoring technology and human analysis to provide clients with the most comprehensive new media measurement.