If you’ve been podcasting for a long time or are just getting started, measurement has been a troubling issue. In a session on this topic, Leesa Barnes, Marketing Fit, helped clarify what you need to look at in terms of measurement. There are three main areas: numbers (subscribers, downloads, etc.), results (what action is your audience taking) and influence (is podcast building your brand and business). She says you can’t judge your podcast on numbers alone.
It’s relatively easy to measure downloads and subscribers with services like Libsyn or Blubrry. Results might require conducting a survey of your listeners to determine what they’re doing. For influence Leesa suggests looking at your social networking community with attention to things like Twitter follower growth. In our conversation we also discuss what sponsors or advertisers want to see to show their return on the investment they’ve made in your podcast.
You can listen to my interview with Leesa here: