Measurement

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How Facebook, Snapchat and Pinterest Help Generate and Track Sales

June 20th, 2017 by

For many businesses, leads and sales are primary KPIs. But before you can track sales, you have to generate them—and standing out from the crowd on social media is no easy task. Online consumers can anticipate when ads are coming and know when and how to skip them. Fortunately, major platforms, including Facebook, Snapchat and Pinterest, continue to develop new technologies to help generate and track sales, helping to prove the ROI of social media ads.

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The Dirty Little Secret of Social Media Metrics

June 12th, 2017 by

Marketers are trained to watch engagement, track reach, respond to comments and keep an eye out for influencers on social media. But above and beyond how many shares and click throughs a post receives, the question your senior leaders really want to know is, “What’s the ROI of your social media efforts?” If you want more budget, headcount or respect within your organization, then you better have an answer to that question.

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Six Metrics to Measure Video Beyond Likes, Shares and Comments

May 22nd, 2017 by

Instagram video has become useful and powerful content for strategic communicators. In much the same way as photos, Instagram users can like, share and comment on videos. For clients and organizations new to Instagram, the likes, shares and comments can give a marketing and PR team data about how a client’s or organization’s content is performing. Plus, these simple metrics can provide insight into what could be done to improve them.

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Five Steps to the Perfect PR Measurement Dashboard

April 21st, 2017 by

How do you create the perfect dashboard? Does such a thing exist? And if so, will it change your life as a communicator? Probably not, Katie Paine of Paine Publishing and Johna Burke of BurrellesLuce say during PR News’ Measurement Conference in Washington, D.C. Dashboards can make your life easier and should, but they’re not the silver bullets of PR. The human element and the insights you can glean from dashboard are far more important, they say.

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Real or Fake? How to Make Sure Your Brand Really Wants PR Measurement

April 17th, 2017 by

Recently I got a phone call from Marion McDonald, chief strategy officer of Ogilvy PR Asia Pacific. She was preparing her presentation for the AMEC Summit in Bangkok, May 17-18 (www.amecorg.com). Now, Marion’s a great presenter, and I always will try to see one of her talks. In fact, at the AMEC Summit in Amsterdam a few years ago, she used the famous scene from the movie When Harry Met Sally as part of a discussion on how advertisers and PR people might work together.

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How the U.S. Fish and Wildlife Service Links Social Listening to Content Creation

April 10th, 2017 by

The way some PR pros avoid social media measurement you’d think it was the plague or worse. Yet even those who have little time and budget to devote to measurement can reap benefits, says Danielle Brigida of the U.S. Fish and Wildlife Service. One of the benefits, she says, is that social listening can lead to more informed content creation. Brigida discusses how she measures, what she measures and why.

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Rector, Gilfeather, Bagnall and Daniels to Be Inducted Into PR News’ Measurement Hall of Fame

April 7th, 2017 by

Each April, PR News inducts into its Measurement Hall of Fame communications professionals who have played longtime leadership roles in helping to define and expand industry measurement strategies, programs and standards. This year’s inductees—Elizabeth Rector, John Gilfeather, Richard Bagnall and Mike Daniels—will be honored during a special ceremony April 21 at the National Press Club in Washington, D.C. during PR News’ Measurement Conference.

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How Coca-Cola’s Quest to Measure Engagement Led to a New Metric

March 31st, 2017 by

Most of us are familiar with the core KPIs of Google Analytics such as users, sessions, page views, bounce rate, average time on page, search and CTR. These metrics are important to The Coca-Cola Company too. But do they provide the holistic view the company needs? The answer is, no, because they alone do not capture engagement. So, the company created its own KPI.

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3 Ways to Quit Hoarding Your PR Data and Be More Selective

March 17th, 2017 by

Trying to separate the signal from the noise when it comes to PR measurement can be a daunting task. There is so much data at your disposal that it’s tempting to try and embrace it all. But one of the most common traps companies fall into when starting a measurement program is in taking too wide of a view of what should be measured, says Jessica Onick, corporate public relations program manager at B2B software firm Citrix. “The biggest mistake that we as PR people make is the tendency to want to measure the universe,” she said.

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How To Turn Metrics Into Engagement

March 13th, 2017 by

As PR pros know, measuring the effectiveness of social media posts can be tricky. Many measurement strategies emphasize vanity metrics such as reach, impressions, shares or retweets, but those KPIs can be misleading. Just because a tweet is re-tweeted multiple times doesn’t mean users actually are clicking on the link found within. So communicators must separate quantitative and qualitative metrics—volume vs. quality—for a more complete picture, says Danielle Brigida, national social media manager at the U.S. Fish and Wildlife Service.