Measurement Minefield: Navigating Social Media Metrics to Deliver Results

In the pre-social media world, measuring a PR initiative’s effect on a given stakeholder group was akin to measuring a monologue’s effect on an audience: A message was disseminated, the message recipient listened (or didn’t listen) and the subsequent actions taken by said message recipient were evaluated and recorded. As communicators’ capabilities became more advanced, so, too, did these evaluations; more could be implied from available data, and these implications could shape future objectives and initiatives.