Measuring Web 2.0

How do you measure the effectiveness of Web 2.0 technologies? Because social networks and Web 2.0 technologies are rather new to the classroom environment, there has been little research as to their impact on the bottom line. Still, that doesn't mean you should neglect measurement.

In order to gauge the effectiveness of your Web 2.0 learning and development campaign, you must take action, creating a plan and monitoring its success. Consider how this technology aligns with your overall strategic plan or blended learning solution; what you hope to gain by using it; and how you plan to measure its success.

You may begin by implementing a standard Level 1 evaluation. In addition t the traditional items on your evaluation form, you should

• begin thinking about targeted questions regarding the use of social networking in the learning experience
• ask how the tools helped learners to better prepare for the instructor-led portion of the program
• make certain you continue to gather feedback on how participants use the tools to engage in on-the-job learning in your post-course programs, and then track, track, track that data
• compare the data against the overall program success prior to the implementation of Web 2.0 technologies I the blended solution.

In addition to traditional learning and development metrics, such as return on investment (ROI), you must also consider Web 2.0 measurement metrics. Success is measured by level of participation, as "quality" of participation is difficult to measure success. Here are some ways to objectively measure success:

• the percentage of class learners that created a profile on a Web 2.0 site
• the percentage of people who commented, rated, or contributed in another way between one and five times
• the percentage of people who commented, rated, or contributed in another way between five and 10 times.

Below are some metrics you might use to gauge your initial Web 2.0 activity within the learning space. This includes traffic (who is using you technology and how); content (what your web space offers visitors); and continued activity (how visitors continuously engage in your web space).

This aligns with metrics your organization may also be using for its external campaign. Consider meeting with the department personnel in charge of external Web 2.0 activities to better understand how they are measuring success.

Becky Livingston is an associate director of KPMG's Audit Learning and Development Group; bmlving@gmail.com