An interesting post from Jeff Jarvis today about The rise of the third estate and the need for Social Media participation and, by extension, Social Media Measurment- though what we have now, is still poor and ill suited for what’s required, moving forward. According to Jeff Jarvis:
“…. No one’s in charge. I didn’t think that’d be worse than having the bozos we had in charge. But it is.
You’d think the one thing our politicians would be competent at is politics. But they couldn’t even count votes.
We knew the White House was a vacuum. Congress is a vacuum. Wall Street is lie. Detroit and the era it represents is dust. Journalism is sinking like a wet witch.
Who’s in charge? It’s falling to us, the people. We’re in charge. Problem is, we’re not ready. We’ve used the internet so far to organize some knowledge and yell at each other. We are just beginning to create the tools to organize ourselves. If only the meltdown of every authority structure could have waited a few years. Then again, necessity is the mother of organization. New structures don’t replace old structures while they’re still in place. New structures fill voids. And, boy, do we have some voids to fill.
We’re not ready, but then again, sometimes circumstances makes the person - maybe it’s time. Now, I’m not really for or against the $700 Billion Dollar Bailout (see Bush Urges Congress to Pass Bailout in today’s New York Times) but I noticed how many people on Facebook mobalized to send the Congress representatives mesages against the bailout.
And Paul Krugman, more than anyone else, has been able to explain the $700 Billion Dollar Bailout like Where will the money come from and interestingly, in an analysis very similar to what Web Analysts produce for Traffic and Attribution, Krugman published this chart yesterday in a post on Politics of crisis

Just worth pointing out: Henry Paulson’s decision to let Lehman fail, on Sept. 14, may have delivered the White House to Obama.
Not entirely clear how the chart above shows that Henry Paulson’s decision about Lehman Brother’s points the way to an Obama Victory, and the chart above does not deal with Social Media, it’s more like a stock chart - but it has “attribution”, the kind that Social Media needs- along with participation in Social Media, the precise measurement of it is needed.
And that’s where Web Analysts come in; where this blog comes in, why I’m interested in Social Media along with Web Analytics.
If The rise of the third estate is truly immanent - as Jeff Jarvis suggests, then we need precise measurements of participation and effectiveness along with the mechanisms for contribution (to whatever process, in this case, Political).
We don’t have that today - and most companies aren’t investing in it either.
I believe they should invest, now - and Web Analytics is the right place to start - more than making that investment, when it does happen, by placing Social Media in marketing, public relations or communications - it also needs to be funded in Web Analytics groups - liberally.
Or else, we’ll be in a situation, situations like we have now in the public sector, but in the private sector, as - where the “Third Estate” arrived (it’s already happened, Brands just haven’t accepted it yet), but the tools and methodology haven’t evolved and the measurement is not yet precise enough to be useful.
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