One of the things I love about social media marketing is the data. My team and I like to talk about the immediate feedback we get as soon as something is posted. The thing is, the KPIs that we obsess over are not the same ones that matter most to the C-Suite. It’s important to know the difference, argues Allen Plummer, head of editorial & creative operations, participant strategy & development at Vanguard.
Measurement
Boeing and GM Communicators Explain How Their Brands Are Moving Toward Data-Driven Cultures
August 1st, 2018 by Seth ArensteinIt’s difficult to create a corporate culture. It might be harder to re-shape an established culture. This is what Whitney Drake, communications story bureau & analytics lead, General Motors, and Phil Musser, Boeing’s CCO and SVP of communications, are doing as they move their brands to embrace measurement and analytics. Recently they shared some experiences with PR News.
3 Steps to Build Better Insights with Google Analytics
July 27th, 2018 by Hayley JenningsGoogle Analytics is one of the most accessible measurement tools out there today, due in large part to the fact that it’s free to use for anyone with a website and a Google account. But chances are you’re not using it as efficiently as possible to glean important insights from your communications efforts. Paul Headley, director of digital strategy and analytics at ZOG Digital, explains that Google Analytics is more customizable than many people understand, and if used properly it can show you the insights you need without the noise of unimportant data to you and your team.
3 Ways to Make Buyer Personas Part of PR Measurement
July 26th, 2018 by Hayley JenningsAs the PR industry looks forward into the next few years, PR pros are being advised to move away from old-school metrics like ad-value equivalencies (AVEs) and impressions. But what should communicators focus on instead? According to Renee Spurlin, vice president of analytics and digital marketing at ARPR, personas and customer journey mapping are the metrics of the future, and all PR goals should be in alignment with them.
The Meat of the Story for Communicators in WeWork’s Bold Vegetarian Policy
July 23rd, 2018 by Diane Schwartz“First we eat, then we do everything else,” the preeminent American food writer M.F.K. Fisher once proclaimed. We can all agree that food is an important part of our lives. So when the CEO of… Continued
6 Ways to Play Offense Before the C-Suite Questions PR’s Value
July 18th, 2018 by Hayley JenningsIt is better to play offense than defense. Don’t wait until you and your team are asked to prove your value to the business. Start a measurement program now so that when the inevitable happens and the C-suite wants proof of communication’s contributions to the organization, you’ve already got it in hand.
PR Isn’t Just Media Relations: Four Steps to a Holistic PR Measurement Plan
July 3rd, 2018 by Hayley JenningsAssuming your communications team is already incorporating measurement into your daily operations—and if you’re not, you should definitely start—you must then make sure you’re measuring as much as you possibly can. Many PR pros focus solely on media relations measurement, without taking into consideration all the other aspects of a PR program. This is a mistake. Here we explain the importance of looking at your communications measurement holistically in order to truly prove the value of PR to the bottom line of the business.
How to Measure Corporate Leaders’ Effectiveness at Boosting Internal Engagement and Experiences
July 1st, 2018 by Seth ArensteinPatricia Bayerlein wrote about improving internal communications with an eye to better employee experiences in these pages in April. Today she offers methods and dashboards to measure how well a leader is doing in communicating corporate culture and values to employees.
How Audubon Society’s Social Marketing Programs Take Flight
June 25th, 2018 by Jim AlkonIt’s one thing to have an active social media strategy. It’s quite another to measure its success and adjust accordingly to achieve program objectives. As VP, audience engagement, for Audubon Society, Elizabeth Sorrell has an intimate knowledge of social media measurement trends and will share her expertise at PR News’ upcoming Social Media Summit.
Don’t Fear Data—Use It to Tell a Brand Story
June 22nd, 2018 by Megan Dubrowski, KPMGPR is at the beginning of its journey with measurement and data. With digital metrics so readily accessible, communicators have never been more able to accurately identify how their messages are received, track how brands are viewed in the market and even detect looming crises. Though using data can be intimidating, admits KPMG’s global communications lead Megan Dubrowski, she’s come to an epiphany: Use data to tell a story.