It's not news that the Internet provides PR practitioners with a previously unavailable array of measurement tools. The news is what those tools are and how to most
effectively use them. In the "Research and Measurement Conference" hosted by IABC and Delahaye in New York City a few weeks ago, Angela Sinickas, president of
Sinickas Communications, divulged tricks for Web site management. The first and most important thing to know before getting started, according to Sinickas: DON'T measure
hits.
"Hits are just the number of files opened," Sinickas says. "Instead, look at specific page views. If there is something you want people to see, you have to look at what page
will put them on the road to finding it."
There are a number of Web usage software programs that will measure pages views for you, but also think outside the box: Another way to measure this information is to direct
people to a Web site via print marketing or public service announcements. In the days immediately following the promotion, note any increase in Web traffic or, for the most
accurate measurement, market the Web site as a slightly different URL than the one that would be found through an online search. This altered address can redirect visitors to the
original site while measuring the exact number of people who found it based solely on an offline marketing strategy.
PR execs can also attract clients/customers online while measuring how much revenue is generated from the Web site alone. Case in point: Sinickas was able to measure the ROI
on her own site by identifying three clients in one year who found her firm through an Internet search and subsequently did business with her; thus, 100% of revenue generated by
those clients was due to the Web site. After deducting the cost of Web maintenance from the revenue, she was able to identify her ROI, which in this case measured in the tens of
thousands of dollars.
This is an equation that can be followed easily by any PR professional who wants to prove the worth of a site to his or her CEO. The key is ensuring that the site is organized
and very user-friendly. And don't despair, as this too can be measured, this time by repeat visitors and the number of pages they view.
Note: To purchase the "ROI on CSR Webinar," go to prnewsonline.com (virtual seminars).
Contact: Angela Sinickas, 714.241.8665, [email protected]