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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.

While it might be too early for data and analytics to verify it, Amazon’s pledge to boost wages to $15 per hour certainly appears to be a PR win for the retail giant. Looking at it deeper, Amazon almost certainly calculated the implications of balking, though PR considerations and optics likely cemented the move.

On October 2, Amazon pledged to pay all U.S. workers $15 per hour beginning next month. All 250,000 Amazon employees and 100,000 seasonal staff will receive the higher wage, as will workers at Whole Foods.… Continued

Fashion e-commerce site Revolve filed an IPO this week. The site, which describes itself in the filing as a “next-generation fashion retailer for millennial consumers”, mentions the word influencers a whopping 79 times. Going public also brings on an increased level of scrutiny, and the need for Revolve to make sure its influencers are properly disclosing their relationships to the FTC. That has not always been the case.

Google has the final say in what pages rank at the top of search results. So it makes sense that Google tools would be best suited for measuring the success of your website optimization efforts. In the last few months, Google has unveiled a slate of new features for better understanding website visitor behavior. Here’s a recap of each, with their communications takeaways.

Blogs can be an excellent way for brands to connect with audiences, but tying them back to business objectives can be difficult. This infographic provides a step by step process for creating compelling blog posts that will take your content from good to great.

Each month we ask communicators to unload their toolkits and tell us what falls out. In other words, what technologies and tools do they find most effective as they do their job? This month we talk technology and tools with Tejas Totade, head of emerging technologies at Ruder Finn, and Andrew Cross, VP, PR, at WalkerSands. Totade says voice will be the next big business technology.

Their edited responses to our questions about technologies and tools they use at their business and how they’d improve them are below.

This case study shows how health insurance provider AETNA is traversing the difficult terrain of regulation and still managing to mount a robust social media effort.

A new report using analytics puts a numerical value on how brands react to PR crises. It also says the market predicts within five days whether or not a brand’s value will gain or decline based on how it reacts to crisis.

Last month in these pages there was a discussion of how quickly brands and organizations should react to PR crises. An immediate reaction is rarely advisable, although in situations where public safety is