Measuring the impact of social media posts can be tricky. Many social media measurement strategies revolve around “vanity” metrics like reach, impressions, shares or retweets, but those KPIs can be misleading. Just because a tweet is retweeted multiple times doesn’t mean users are actually clicking on the link found within. So, communicators must separate quantitative and qualitative metrics—volume vs. quality—to get a more complete picture of how social media posts are faring, says Danielle Brigida, national social media manager for the U.S. Fish and Wildlife Service.
Google Analytics can be a powerful tool for measuring the effectiveness of PR work—but only if you know where to look. New users can easily be overwhelmed by Google Analytics, falling prey to “analysis paralysis” in trying to navigate its many moving parts. Here’s a quick checklist of where to look, and what to look for, as a primer on navigating all of that data.
Facebook has reported more metrics troubles for those who use its mobile platform (read: most Facebook users). The social platform has reported a discrepancy between Like and Share counts when a user enters a URL into the search bar in its mobile app. The true count of shares could be above or below the number reported; Facebook says it is working to resolve the issue.
The term PR may be obsolete by the end of 2017. The concept of PR meaning ”building relationships with one’s publics” remains valid. But the common vernacular meaning of PR as being mostly about media relations is rapidly going the way of the landline and the floppy disk. Look at titles today. My database used to be filled with titles like “PR manager.” Now it includes one or more of the following words in an astonishing variety of combinations: social, digital, content marketing, PESO, public relations, public affairs, communications, advertising, marketing, development, events, etc.
It’s too late in the year to plan and execute a new PR campaign. And you lack the amount you would need in the budget for another major expenditure. But your use-it-or-lose-it situation means you need a smart solution, stat. Have no fear: It’s measurement to the rescue. Why measurement? Think of it as an opportunity to demonstrate to your company leadership that you can be resourceful and that you understand the importance of data. In other words, use the rest of your budget in a data-driven media analysis to substantiate the influence of your 2016 PR effort and provide a strategic roadmap for 2017.
Google Analytics is among a PR pro’s most valuable means of proving ROI on a campaign. But for communicators that consider themselves more wordsmiths than STEM experts, it can be challenging to move past “analysis paralysis” when approaching a complex tool like Google Analytics.
As excited as we all are to jump into action with a brilliant new PR initiative, it’s important not to find yourself asking yourself in the aftermath “…wait, what should we have been measuring? Are the numbers we ended up with great, good, bad? Are those numbers important to my boss?” Look before you leap, and lay a foundation for what to measure and what to expect.
Good news for the communicator who relies heavily on metrics, but is often short on time: Google has announced an update that’s designed to make the Google Analytics interface a lot simpler to navigate. Here are the key features that may make it easier for you to respond to requests for metrics in record time.
It’s difficult to be at a PR conference and avoid hearing that video and photographs are exploding on social media platforms. Mary Meeker of Kleiner Perkins Caufield & Byers estimated in her most recent report that 3.25 billion photos are shared daily on Facebook, WhatsApp, Instagram and Snapchat. It makes sense then that brand communicators are anxious to capture data related to imagery as they measure their PR efforts and use such metrics to shape corporate strategy.
Google just put more brains behind Analytics’ considerable brawn. Babak Pahlavan, senior director of measurement & analytics at Google, unveiled a variety of new features and beta tests for the search giant’s measurement platform at SMX East in New York City.