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.


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