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The Measurement
Maven and Menace
of the Month Awards

Measurement Maven of the Month:

Brad Rawlins
Associate Department Chair,
Brigham Young University

Brad Rawlins would make an ideal terrorist or bank robber because no one would ever suspect him. You know how they say that dogs and their owners start to look like each other after they've spent a long time together? I think that might have happened to Brad Rawlins. Not that I know what his dog looks like, but he does spend most of his time researching trust and transparency, and he looks like such a nice guy. To test my theory, I showed his picture to a friend of mine who had never laid eyes on him before and the first words out of his mouth were: "open," "honest," and "trustworthy." Literally, that's what he said.

Brad's the real deal. He really is as nice as he looks, and as honest and open and trustworthy. And he knows more about trust and transparency than most people on the planet. Most recently he's moved into the realm of measuring trust and transparency, and that's why we're making him our Measurement Maven this month. He's the first person we know of to put concrete principles and metrics around the whole notion of transparency measurement. (See the article in this issue.)

Given that social media is forcing the world to be more transparent, it behooves every corporation to pay attention to this guy's work and start applying his research to their own programs. -KDP

Measurement Menace of the Month

Don't get me wrong, comScore does a lot of things right, and in the past we've even nominated them for our Maven of the Month. But their latest black box introduction of the "comScore Conversational Media report" does far more harm than good. It purports to measure audience behavior for conversational media sites, but it is proprietary; they provide no details about how the measures are developed. So it simply confuses the marketplace. Once again, old-fashioned thinking and techniques are being applied to the measurement of a new way of communicating and sharing ideas. If you want to look at real measures in the blogosphere, check out BuzzLogic. -KDP

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