There are multiple ways to measure PR success, including website traffic, keyword searches, SEO metrics, call volume and customer retention. One thing is critical: Commit to measuring PR progress from the onset.
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With the popularity of digital gaming, especially with millennials, top brands like Nissan and SAPP are gamifying campaigns, hoping to achieve business goals by raising the fun factor.
KPIs are a good start, but don’t be beholden to them. For example, if your KPIs are monthly volume of mentions and share of voice versus competitors, key questions should be: What did people say about our products online? What was said about our competitors?
To handle the unexpected successfully, the public sector executive will need to gain a better understanding of how to best respond to each type of media.
Companies wanting to improve engagement with consumers on social channels may want to look closely at what the financial services sector is doing.