Brian McLane

Media and Social Commentary

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WHAT YOU NEED TO KNOW ABOUT PR MEASUREMENT IN THE SOCIAL MEDIA REALM. WHAT YOU NEED TO KNOW ABOUT PR MEASUREMENT IN THE SOCIAL REALM.

March 1st, 2012 · No Comments · Technology

WHAT YOU NEED TO KNOW ABOUT PR MEASUREMENT IN THE SOCIAL REALM.

I have always said that you cannot have social media without interaction and metrics. It’s imperative in order to gauge ROI to measure all the key areas of your communications initiatives.

There are many practical lessons I have learned over the years trying and failing, then trying again with respect to seeing what really works. People in the know don’t want to be lectured at or schooled. They’ll listen if you can help them imagine and tie it into measuring their traditional media relations efforts with a practical bridge to social media. As long as a comprehensive strategy that links a company’s PR efforts to their very real business objectives can be effectively measured, many small to medium business size owners will give a new media company a six to twelve month window to prove themselves. And with the growth of social media, I believe, that’s not a hard distinction to make.

Some of the important aspects of an effective new media PR outreach that need to be shown in order to impress one’s clients include:

Measure your media relations initiatives to generate truly impressive data
Measure a brand’s reputation during and after a crisis
The necessity to tie PR to the bottom line and communicate its value throughout a client’s organization
The ability to identify, engage, monitor and measure influencers
Measure the ROI of your social media efforts

What is in your measurement toolbox?

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