How do you tie what you measure with business objectives? That’s the questions we asked of five senior communicators for this month’s Roundtable.
In each edition of PR News we highlight takeaways from select articles as well as important additions to the PR News Resources Center.
It’s critical to measure your communications efforts. Don’t stop there, however. With so much data available, it’s important to be certain you are measuring and reporting metrics that are relevant to your organization and the C-Suite, panelists said during PR News’ Healthcare Social Media Summit.
With all of the measurement options that exist, it can be easy to forget that the social platforms themselves track loads of data—but native analytics should nevertheless be a part of your measurement plan. To that end, here are some tips to best utilize them.
There still are plenty of PR pros who think of measurement as a necessary evil, while others ignore measurement totally. For Dan Beltramo, CEO of PR data firm AirPR, the reluctance of PR pros to embrace measurement is due largely to a false sense of freedom. Ironically, Beltramo says, measurement can be liberating.
AI is getting much better at measuring media, yet many PR firms continue to deploy humans to compile and analyze reports. It’s not a ploy to charge more. Measuring earned and social media entails more than merely evaluating mentions and a human touch remains essential, argues former UBS Canada communications head Graeme Harris.
It’s through listening to the data, selecting your audiences carefully, experimenting and not being afraid to fail that social communicators can figure out what actually matters for them.
For communicators working with a tight budget, it can be tough to find time to post to social media, let alone measure the success of those posts. But there are ways to prioritize social media measurement in your daily work, especially if you fully consider the benefits of doing so. Here are three tips for communicators seeking to bolster their social media measurement efforts without exhausting their teams’ resources.
If you’re overwhelmed with the number of analytics tools available on the market for communicators, you’re not alone. Between free options like Google Analytics, paid platforms like Meltwater and Adobe, and native analytics on social media sites, it can be a challenge to determine where to look to find the data that’s important to your team and company. Especially if it turns out that the metrics you need can’t all be found in one place. But, if utilized correctly, this can be a boon rather than a burden.
One of the things I love about social media marketing is the data. My team and I like to talk about the immediate feedback we get as soon as something is posted. The thing is, the KPIs that we obsess over are not the same ones that matter most to the C-Suite. It’s important to know the difference, argues Allen Plummer, head of editorial & creative operations, participant strategy & development at Vanguard.