Following are guidelines to use when tracking ROI in your social media efforts:
• Use social media measurement for planning: Define the time frame, market/topic you want to study; use Google News, Technorati or Radian6 to identify the conversations around the topic; analyze the conversations for type, tone and positioning; and look at share of positioning, tone or conversation.
• Benchmark against your peers: Look at what is the best you can do, set goals accordingly and use data to persuade recalcitrant spokespeople.
• Leverage social media in crisis: Listen instantly to a wide range of influencers and identify weaknesses in communications, customer service or in the product.
• Improve your reputation: Listen first, then respond; and stop doing stupid things.
These tips were excerpted from PR News Guide to Best Practices in PR Measurement, Volume 4. They were authored by Katie Paine, CEO of KDPaine & Partners. To order the guidebook or learn more information about it, go to www.prnewsonline.com/store.