Each April, PR News inducts into its Measurement Hall of Fame communications professionals who have played longtime leadership roles in helping to define and expand industry measurement strategies, programs and standards. This year’s inductees—Elizabeth Rector, John Gilfeather, Richard Bagnall and Mike Daniels—will be honored during a special ceremony April 21 at the National Press Club in Washington, D.C. during PR News’ Measurement Conference.
Before she measures the success of any campaign, January Williams begins with the question, “What am I asking the audience to do?” Williams, the director of online communications and outreach for the nonprofit Children’s Defense Fund (CDF), doesn’t try to be all things on all platforms. While some initiatives, like increasing the CDF’s number of followers, are easy to measure, most of what the organization does—when issuing legislative calls to action or fundraising, for example—is all about engagement. Here are three ways she uses analytics to drive action.
Trying to separate the signal from the noise when it comes to PR measurement can be a daunting task. There is so much data at your disposal that it’s tempting to try and embrace it all. But one of the most common traps companies fall into when starting a measurement program is in taking too wide of a view of what should be measured, says Jessica Onick, corporate public relations program manager at B2B software firm Citrix. “The biggest mistake that we as PR people make is the tendency to want to measure the universe,” she said.
There is a vibrant ecosystem of services tailored to measuring Twitter—vanity metrics and beyond.
How management reviews and assesses the performance of its employees can have a major impact on morale within a company, the image it projects to the public, and its brand value.
PR pros now spend a lot of their time navigating the social media terrain. They post tweets, distribute pictures on Instagram and create six-second video clips for Vine. Whew. While those skills certainly hold value for communicators, they may not be the essential element for career advancement.