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' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

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.