Measurement

Assessing Your Organization’s Risks

July 6th, 2009 by

There are a number of factors that come together to turn a potential issue into an actual risk. Linda Locke, group head of reputation and issues management for MasterCard, points out the following components in the

Measurement Services Decide Between Man and Machine

July 2nd, 2009 by

As the number of measurement services providers continues to grow exponentially, one of the main points of differentiation is determining who controls the tone of coverage: a human or a machine. “The biggest difference is… Continued

The 5-Step Communications Measurement Scorecard

June 23rd, 2009 by

When trying to prove PR’s contribution to overall organizational success, it is wise to focus on how you can use PR planning to accelerate the accomplishments of your goals and objectives. According to Kathy Collins,… Continued

Remember That Listening Equals Measuring

June 17th, 2009 by

Thanks to the duality of modern communications (organizations’ control being less than or, at best, equal to that of stakeholders), listening

Social Media Measurement Checklist

June 10th, 2009 by

With social media playing an intricate role in the way companies do business, use the checklist below to ensure you take full

As the Economy’s Value Falls, Communications Execs’ Stocks Rise

June 4th, 2009 by

All this talk of social media-driven integration and its subsequent empowerment of communications executives is all well and good, but does the numerical evidence support anecdotes of communications’ increased value? According to recent industry reports,… Continued

Web Analytics Take the SEGA Brand’s Robust Community-Building Campaign to the Next Level

May 28th, 2009 by

The video-gaming community has always been characterized by its members’ enthusiasm for technology, and by their desire to connect and interact with fellow fans. The proliferation of social media platforms has only enhanced these traits, as it facilitates interactivity via the very medium in which this audiences “plays” every day.

Sample Enterprise Community Metrics

May 14th, 2009 by

Financial Metrics: Revenue generated (direct and indirect, i.e. client retention or pass-through revenue gained through bundled services) minus operational costs. Operational Metrics: Fully burdened costs of community operations including technology, development, content acquisition and staffing.… Continued

The PR News Interview, KC Brown: Go Naked, or at Least Be Public With Your Goals & Performance

May 4th, 2009 by

KC Brown knew early on that he wanted to be in Public Relations, and specifically on the research side. Armed with a master’s degree in mass communication research, Brown is a force to be reckoned with when it comes to discussing the need for companies to measure their outputs and outcomes.

It’s a well-worn mantra in PR that if it can’t be measured it shouldn’t be done. But we all know that mantra is better said than practiced.

Case Study: Metrics Make the World Go ’Round: How One Nonprofit Measures the Impact of Its Social Media Marketing

April 27th, 2009 by

When your PR efforts create a measurable impact on your organization’s goals, you will be at the head of the line for budget and staff. If you can’t measure your contributions to the organization’s goals, then you are at risk of being thought of as “one those communications people we have to keep around” by senior management.