PR executives still have a ways to go when it comes to generating meaningful social media metrics, according to a new survey of nearly 800 communications professionals conducted by PR News and Waggener Edstrom Worldwide.
The “Social Media as a PR Measurement Tool” survey asked PR executives and managers how they are thinking about executing social media measurement and what role it plays in the measurement mix (link to findings here). According to Karla Wachter, Waggener Edstrom’s senior VP of product development, the findings range from hopeful to downright disappointing.
“This survey shows that people are still trying to wrap their heads around social media measurement,” says Wachter. “Some seem further along than others, but a significant percentage are just getting started or not measuring at all.”
In fact, about 39% of respondents say they are just starting to think about upgrading their measurement systems or don’t know how to start that process. And 11% say they are still just counting print impressions. “To do that is putting our profession at risk,” says Wachter.
Those findings are also alarming to Don Bartholomew, VP of digital research at Fleishman-Hillard. “If 22% are just starting to think about ramping up measurement efforts, then what have they been doing with their time?” he says.
To Bartholomew, the most bothersome takeaway from the study is that respondents seem stuck on outputs, and not outcomes. If more than a third (35.4%) of those surveyed rely on impressions, “then you’re not going to be able to show outcome,” he says.
Wachter agrees with that assessment. “Today we’re able to generate an immense wealth of data on social media, and impressions just don’t reveal influence, which we feel is a critical factor,” she says. “We have to move beyond impressions, and fast.”
But there is room for optimism, says Katie Paine, CEO of KDPaine & Partners. “It’s encouraging that 25% say they are measuring influence,” says Paine. “Tone and sentiment is being measured by roughly one in five PR practitioners, and that is an enormous jump from just a few years ago.”
So, a mixed measurement bag, with considerable room for improvement. PRN
CONTACT:
Kirsten Forsberg, [email protected]; Don Bartholomew, [email protected]; Katie Paine, [email protected]