Wednesday, February 20, 2008

The conversation evaluation framework..

Last post I mentioned about talking about the brand blogs we see in India in different segments. I started to think what yardstick to use to talk about them, and what to measure. So, first things first.

The most important criteria in defining a brand blog in my view remains the ability to create content by the target segment themselves. This could be by way of full length text articles, reactions, pictures, videos, links or just comments. Some form of prosumption is a must to have to get the conversation going. In my judgment this is what differentiates a community and a conversation from a billboard or a print ad, which you just see, smile or ignore, and walk on. In short, this is which engages and builds the readership ,this is what makes people come back again and again. A glossy looking site, is bound to fail, if the target segment thinks that is an advertising portal. Finito. So make them talk. I looks at glossy ads only when I am getting bored waiting for my medical appointment! And you?!!

Test

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