PR Measurement Lumbers Into the Digital Age

PR executives still have a ways to go when it comes to generating meaningful social media metrics, according to a new survey of nearly 800 communications professionals conducted by PR News and Waggener Edstrom Worldwide. The “Social Media as a PR Measurement Tool” survey asked PR executives and managers how they are thinking about executing social media measurement and what role it plays in the measurement mix (link to findings here). According to Karla Wachter, Waggener Edstrom’s senior VP of product development, the findings range from hopeful to downright disappointing. “This survey shows that people are still trying to wrap their heads around social media measurement,” says Wachter. “Some seem further along than others, but a significant percentage are just getting started or not measuring at all.

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