How To

• RSS feeds • Comments • Favorites • New vs. returning traffic • Bookmarks • Inbound links • Re-tweets • Net promoter scores • Conversation indexes • Search engine page rankings

In the pre-social media world, measuring a PR initiative’s effect on a given stakeholder group was akin to measuring a monologue’s effect on an audience: A message was disseminated, the message recipient listened (or didn’t… Continued

The emergence of social media as a core business function has created enormous opportunities for public relations and communications professionals to get a bigger piece of the organizational pie—an opportunity, to be sure, but one… Continued

Perhaps Carl Folta, executive vice president of corporate communications at Viacom, best sums up the essence of Twitter: “It’s all headlines,” he says. “It’s like a haiku.” Well, sort of. Twitter may not confine verbosity… Continued

❑ 1. Identify audiences and publics. ❑ 2. Define objectives for each audience/public. ❑ 3. Define measurement criteria. ❑ 4. Define the benchmark. ❑ 5. Select measurement tools. ❑ 6. Analyze data, draw actionable conclusions… Continued

• Think tribe, not market segment: Find groups of people who have something in common based on their behavior, not their market characteristics. • Think network, not channel: The most important conversations in communities happen… Continued

The proliferation of social media platforms has blurred the once well-defined line that separated public relations from marketing. One-way marketing messages were the rule, and public relations’ relationship-centric duties didn’t factor into the equation. “Companies… Continued

On May 14, 2009, pharmaceutical manufacturing giant Pfizer announced a program that would provide newly unemployed individuals and their families with free medications for up to one year. It’s a public relations coup by any… Continued

The current financial crisis is a mixed bag for communications executives, according to a slew of recent industry reports. On the one hand, their value quotient seems to have increased exponentially in the eyes of… Continued

Do: • Post links and re-tweet information that relates to, parallels or complements your brand. • Add value to others’ Twitter experiences. • Be clear about the action you want people to take. • Talk… Continued