Mainstream to Tweetstream: The Future of Integrated Measurement

Digital communications’ impact on meeting business objectives is more indisputable than ever, but that doesn’t mean executives have abandoned traditional media measures—quite the opposite. In fact, according to a survey of more than 400 communications professionals conducted by PR News and BurrellesLuce, the two most important media categories that help execs attain their goals are print and broadcast (38% and 24%, respectively), with social media coming in fourth at 15% (see complete survey results). “Initially, I was surprised by the ranking of media categories—not that print and broadcast were first and second, but that social media was third, considering that so few respondents said that PR’s role ‘as viewed by top management’ was to build community and manage crisis communications,” says Johna Burke, VP at BurrellesLuce. “But then I realized it reflects the fact that social media is now being used increasingly to advance two other key functions identified in the survey: conveying the organization’s essential story, and helping to generate sales.” Those two functions cited by Burke speak to a central theme in communications, traditional, digital or otherwise: measurement.

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