Armen Chakmakjian

Capture, resonance and exchange in the social media world…

In Random, Social Media, technology, web 2.0 on May 22, 2009 at 11:46 pm

So I’ve been watching the activity on my blog, and through google analytics on my site.  I can pretty much see where people are coming from and how long they stay and with a little effort, I could see where they go.  One way I can tell where they go is that they end up clicking on adsense ads on my site, and WP does a good job of telling me where people clicked out of my blog.

That being said, I’m starting to form a concept that has 3 parts.   These are capture, resonance and exchange.

The capture is ads or searches or links (twitter/facebook/digg) that lead people to your property.   That’s very measurable.

The resonance is inverse of bounce rate except that it is a higher level of abstraction.  It really is how long you can keep people in your orbit.   So if a person sees a link on one of my tweets, ends up poking around my website (which I watch through google analytics) then goes over to my blog (at which I can see some level of stats on WP) or my facebook product fan page (which also gives some level of stats).    So resonance is that ability to keep someone in your world for one moment longer learning something they didn’t know.

Finally there is exchange.  Exchange is when people click on an adsense ad you’ve place or go to your product site (like where my book is on Amazon) and turn that into a financial transaction.    It’s pretty interesting to track people in the waves that they come in and see them end up at one of the $$ endpoints.  On some of them (like adsense) I get paid for every click.  On Amazon, they get there and either buy or they don’t.

To some extent once they’ve left the site and gone onto adsense or Amazon, I’ve lost them for now or for good. I get a few cents for the adsense click or I may make a sale of my book.  but in either case, the interaction ends at that point.

So as an experiment for this weekend, I’m going to point you people to a couple of my links and see where they end up.

My Amazon site

My Blog (which you are on)

My website

My Digg profile

My twitter profile

My facebook profile

My facebook product page

my linkedin profile

I’ll let you know the results…on Monday night (Memorial Day)


  1. Very interested and impressed with your systemization of the social network/web experience. Very cool stuff. Now if we can only puts its power for the greater good….

    Interested in your observations of on-line behaviors with your personal web presence. Are you finding collection of information from the various sites/blocks links to be challenging or easy?


  2. The collection of data is a bit disjoint. I’ve always felt that Amazon does me (a publisher) a bit of a disservice because I can’t tell if people have been going to my book listing and where they clicked afterward. That little piece of data (which they obviously have) is crucial to me writing a better pitch for the book, or making sure my tags are correct et cetera.

    What I did notice was that the activity seems to come in waves and is directly proportional to me posting on my blog, rather than based on the google adwords I’m wasting small amounts of money on. As I provide somewhat interesting content on a regular basis, I do get traffic and people do seem to poke around and try to figure out who I am. So ultimately content is king, not advertising…

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