Embracing New Communications Measures in Today’s Dynamic Media Environment

Tim Marklein, executive vice president of measurement and strategy at Weber Shandwick, points out that old metrics are being challenged as new metrics emerge. In light of this, a truly comprehensive program considers the spectrum of measurement, which Marklein summarizes as:

â–¶ Content Measures: Assess how content is accessed, shared, adapted and amplified across various sites and media properties.
•    Syndication Measures: Volume, engagement, sentiment and reach of content shared via the Web.
•    Search Measures: Paid and organic search rankings for company content, brands and keyword associations.
•    Site Measures: Volume, engagement, feedback and reach of content shared via a company’s Web properties.

â–¶ Conversation Measures: Analyze volume, content and sentiment of conversations about the company/brand across sites and media.

â–¶ Community Measures: Assess audiences, reach and touch points of company content/conversations across sites and media.

â–¶ Outcome Measures: Assess how the content, conversation and community measures correlated with desired outcomes.

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

prmeasurement2015-180x150Join PR News at the Hyatt Regency in Chicago on Nov. 18 for the Measurement Conference, where you'll learn how to focus on measurable media relations, social media reputation-enhancing and crisis management programs that clearly affect your organization's bottom line.

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.