This survey asked PR executives and managers how they are thinking about executing social media measurement and what role it plays in the measurement mix. Read the accompanying story, "PR Lumbers Into the Digital Age."
1. Do you feel your competition’s level of reporting on social media is better, worse or the same as your company’s?
About the same 49.1%
Better 31.8%
Worse 18.5%
Other 0.7%
2. When it comes to your communications impact, what are you now measuring? (choose all that apply)
Impressions 35.4%
Influence 24.8%
Tone 20.5%
Emotional reaction 10.9%
Other 8.4%
3. Are there expectations at the senior management level to see social media measurement as part of your reporting?
Yes 60.1%
No 39.2%
No response 0.7%
4. Has media measurement become more sophisticated in your organization in the last year?
Yes, robust system that includes digital measurement 29.5%
Just starting to think about it 22%
We would like to see it be more sophisticated, but don’t know where to start 16.5%
No, still counting print impressions 10.9%
It’s a 2011 goal for us 10.4%
Other 10.7%
5. Today it’s possible to harness intention to better understand the river of information and more closely deliver personalized, valuable content when and where the audience wants and needs it—thus driving engagement, action, additional strings of intention and, ultimately, brand loyalty. Is “intention” something you are thinking about today?
Absolutely 40.4%
Just starting to think about it 24.9%
Sometimes 22.3%
Not at all 11.9%
No response 0.4%
Source: PR News and Waggener Edstrom Worldwide, based on 762 survey respondents