Measurement

A content marketing strategy should be a feedback loop centered on measurable objectives and calls to action, says Waggener Edstrom’s Kiersten Lawson.

Tying social media metrics to organizational goals can be a real bear. Use this matrix to make things easier.

Don’t wait for your CEO to say “bottom-line me” when you’re reporting social media metrics.

Planning PR campaigns is only half the battle—you also need to prove that your efforts made a difference.

When it comes to making the most of your data, control is the name of the game. LinkedIn remains the top social media network for business professionals

Take a look at one PR expert’s Barcelona Principles cheat sheet.

Amy O’Brien knows all too well about crisis management: In early April 2013, a computer system failure grounded more than 700 of the airline’s flights.

There you are, reporting to your CEO on the outcome of a recent PR campaign you spearheaded. Your excitement is contagious as the CEO wants to know more about the positive tone, product awareness and… Continued

When we talk about the return on investment for social media, PR executives and their marketing counterparts are grappling with the same question.

Facebook is the top global brand for the third consecutive quarter, generating $730M of Impact Media Value, according to General Sentiment’s report.