In a recent piece on Mashable, Rebekah Iliff of AirPR concludes, "Even the most sophisticated companies give weight to different aspects of their PR efforts. PR will never be a 'one size fits all' solution. By nature, it requires a creative process and extreme level of influence in order to have an impact."
The problem of identifying how to measure online communications is a more complicated and nuanced question than it may seem on the surface. There are multitudes of viable metrics for each individual medium available to communicators. And one isn’t necessarily any better than the next. It all depends on who you ask and what they’re looking for.
Because PR is intrinsically difficult to measure, communicators are constantly seeking new ways to quantify ROI and capitalize on what works.
To help navigate this question of the value of hard data, the good people at Captora put together an infographic that includes information on some of the most popular measurements, most effective content types and even which day of the week is best for sharing content on social media (hint: it's Saturday).
Take a look at the infographic below: