Monitoring activities on the web is not new or unique. You have probably heard of Google Analytics (GA), a service that allows to monitor the traffic on a website. Nice graphics and tables show how many people have visited a particular page, where they come from, how long they stay on a page, and so on. This gives a certain impression of the success of a website.
Measuring the traffic of a website is one thing. However, more and more organizations expand their online presence with various social media platforms, like Facebook, Twitter or LinkedIn. Online software tools like Hootsuite or Klout offer metrics for these social networks, but just like GA they just offer an impression.
Currently we are developing several tools for museums to help them to positions themselves in the crossmedia landscape. One of those tools is the Crossmedia Museum Monitor, which measures the social media activities of museums. But this is just the first step. The next step is to measure the impact of those activities. And finally we will connect offline data of museums to the monitor. This way museums can monitor ‘physical’ actions in the digital world and visa versa.
Obviously, when we only gather and display this data, it gives no more than an impression, just like other tools. The challenging part is the combination and interpretation of all the data. This is a tough, but worthwhile nut to crack!