Remember That Listening Equals Measuring


Thanks to the duality of modern communications (organizations’ control being less than or, at best, equal to that of stakeholders), listening to the conversations about your brand that are already taking place prior to your own efforts is critical to measurement success. According to Rob Key, CEO of Converseon, this is the point at which you will:
  • Mine conversations for data;
  • Identify key influentials;
  • Determine topics/sentiment;
  • Establish success metrics/key performance indicators; and,
  • Conduct internal and external discovery.

These actions can only be accomplished by listening closely to conversations within the social media universe—an intimidating concept, but one that is made possible by an ever-growing number of free and user-friendly monitoring tools (think Technorati, Google Alerts, TweetScan, etc.).

For more on this topic, see the June 1, 2009 issue of PR News.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.