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' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

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

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

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.