A new PR News / BurrellesLuce “Social Media Management & Measurement” survey finds that while 41.8% of PR professionals are hooked up to social media channels, only 21% have metrics for the channels they use.
The survey, which drew nearly 700 responses, shows that PR pros still have a ways to go in covering the social media bases. “PR still has a lot of room to grow and improve in this area,” says Stephanie Agresta, executive VP, global director of digital strategy and social media, at Porter Novelli.
The biggest obstacles to managing and measuring social media, say respondents, are staffing and budget constraints. “It is gratifying that a lack of C-suite buy-in is cited by only 13.8% as a major impediment,” says Johna Burke, SVP, marketing, at BurrellesLuce. “Once economic conditions improve, PR practitioners will have the budgets to fulfill social media’s bright promise.” PRN
CONTACT:
Stephanie Agresta, [email protected]; Johna Burke, [email protected].
PR News/BurrellesLuce Social Media Management & Measurement Survey
1. How would you characterize your organization’s ability to monitor and manage social media efforts?
- Average 34.1%
- Fair 26.8%
- Excellent 19.4%
- Poor 11.5%
- Virtually nonexistent 7.9%
2. Which of the following social media management capabilities does your organization possess?
- Can easily connect with social media channels such as Facebook, Twitter, YouTube, etc. 41.8%
- Can quickly publish content from one central location to each channel 22.9
- Receive analytics and conversation metrics for each channel 21.0%
- Can see an aggregated view of what is happening on each channel 14.3%
3. Which social media sites do you use on a daily basis?
- Facebook 29.3%
- Twitter 24.4%
- LinkedIn 20.3%
- YouTube 13.8%
- Flickr 4.3%
- Digg 1.8%
- Yelp 1.3%
- MySpace 0.9%
- Ning 0.7%
4. Which platform do you primarily use to manage your Twitter communications?
- twitter.com 31.3%
- Tweetdeck 26.1%
- I don’t use a measurement platform 25.0%
- Hootsuite 12.6%
- No response 3.0%
- PeopleBrowsr 1.6%
- EasyTweets 0.3%
5. Which geo-location service(s) do you use?
- I don’t use geo-location services 70.1%
- Foursquare 16.8%
- Facebook Places 7.8%
- Gowalla 3.4%
- Google 0.3%
6. How would you describe your organization’s ability to measure the impact of social media platforms on PR outreach?
- Average 25.3%
- Fair 22.5%
- Poor 21.9%
- Virtually nonexistent 18.6%
- Excellent 10.8%
No response 0.9%
7. How often do you measure the impact of your messaging on social media?
- Never 28.8%
- Weekly 23.7%
- Monthly 19.2%
- Once per day 11.5%
- More than once per day 6.6%
- Bi-weekly 5.7%
- Every other day 3.9%
- No response 0.6%
8. What metrics/data points are you using to measure social media?
- Comments 24.5%
- Likes/dislikes 19.2%
- Retweets 18.5%
- Tweets 18.5%
- Reviews 8.6%
- Check-ins 5.6%
- None 0.4%
9. What is the biggest obstacle in managing and measuring social media activities?
- Lack of human resources 36.3%
- Budget constraints 23.5%
- Own lack of measurement/management knowledge 22.2%
- Lack of buy-in from C-suite 13.8%
- Lack of time 0.2%
Source: PR News/BurrellesLuce