Sales sells stuff and PR promotes brand awareness. This antiquated way of thinking about both sales and PR is changing rapidly because of the rise of our Web-enabled, hyper-connected world and the resulting change in buyer behavior.
With the increasing importance of proving your value to your organization, it’s a challenge to visually display your measurement findings in a way that your audience will understand.
PR News asked social media analytics company Simply Measured to take a snapshot of the top keywords trafficked by social media influencers. Out of nearly 93,000 posts, the keyword “social” came out on top, followed by derivations of “social media.”
Ninety-five percent of respondents are currently measuring their PR efforts, including social media. That’s the good news. The bad news? PR folks are measuring the wrong channels.
Key performance indicators offer insight about metrics to follow how to use data to prove the value of your PR efforts.
The Web, which is predicated on analytics, has enabled PR execs to get more comfortable playing the numbers game and, perhaps more important, giving meaning to the numbers as they relate to corporate goals and financial objectives.
There are many potential metrics, or KPIs, that PR managers and directors can use as the basis to measure what impact social media and digital media have on a brand.