Stories by MARGOT SAVELL

It’s too late in the year to plan and execute a new PR campaign. And you lack the amount you would need in the budget for another major expenditure. But your use-it-or-lose-it situation means you need a smart solution, stat. Have no fear: It’s measurement to the rescue. Why measurement? Think of it as an opportunity to demonstrate to your company leadership that you can be resourceful and that you understand the importance of data. In other words, use the rest of your budget in a data-driven media analysis to substantiate the influence of your 2016 PR effort and provide a strategic roadmap for 2017.

In Mary Meeker’s Internet Trends report (2014), it was estimated that 1.8 billion photos were shared on select social channels daily. In her latest report, for 2016, Meeker estimates the figure for 2015 to be 3.25 billion photos daily. There are a bit more than 7 billion people on Earth. Think about how often every person on Earth, even those without internet access, would have to upload and share a photo each week to reach that figure. So the longtime practice of image analytics in traditional media has become a hot new topic in social media, and listening tools are starting to add image recognition to their capabilities.

It is becoming increasingly critical to meet the needs of businesses that operate in different markets around the world. As a result, many companies are integrating global media measurement programs into their communications plans to provide a worldwide roadmap that drives future strategy. If you are considering a similar path, here are some important steps to take your measurement program global. Many are the same that you follow in your U.S. market. But there are some stark differences that require your attention.

In 2002, social networking came into play with the launch of Friendster, followed by LinkedIn in 2003. In 2006, Facebook opened up to the general public and Twitter launched. With each new social media milestone, the movement to cultivate relationships with influencers has grown. As we know, modern-day social influencers are prominent people, often bloggers, who have the reputation and power to sway others with their opinions. They represent opportunities to shape perceptions about your corporate and brand reputation, in addition to your products and solutions. The long-term goal is to convert them into brand advocates.

Dashboards must start with your company’s communications and business goals, along with objectives that you know are measurable. You also need to know your audiences and tailor your dashboard to their needs. With all that knowledge in hand, you then pick metrics. If the dashboard is intended for senior leadership, your metrics should be based on what the C-suite’s inhabitants want to see tracked.

Do you want an online real-time dashboard or do you prefer data visualization on a slide or two in your monthly reports?