Measurement in communications and

social media

Bob LeDrew, principal consultant

Carleton University, February 13, 2014

Why measure?

Why measure:•PR objectives to organizational objectives

•Demonstrate ROI of comms initiatives

•Calibrate programs and learn from experience

•Ensure best use of time and resources

Why do social media?

It’s just communications

Birth of PR

PR’s youth

Public information model

PR measurement 101

•Stage 1: Measure outputs

•Stage 2: Measure outcomes

What to measure

•Tactics must relate to strategic goals

•Measurement tools must relate to your tactics

Outputs •News releases

•Emails

•Tweets

•Blog posts

•Podcast episodes

•Web updates

•?

Outcomes•Web visits

•Open rates

•Clickthroughs

•Conversions

•Subscriptions

•Likes

•Shares

The goal is engagement

•Old-school: impressions

•New-school: engagement

Strategize

Resource

Execute

Evaluate

Evaluation (should) drive

strategy

Online resources•Katie Paine: www.kdpaine.com

•Institute for PR: http://www.instituteforpr.org/index.php/IPR/research/measurement/

•MediaMiser: http://www.turningnewsintoknowledge.com/

•Media relations rating points: http://www.mrpdata.com/

•New PR Wiki on PR: http://www.thenewpr.com/wiki/pmwiki.php?pagename=PRMeasurement.HomePage

•New PR Wiki on social media: http://www.thenewpr.com/wiki/pmwiki.php?pagename=SocialMediaMeasurement.HomePage

•IABC’s Measurement Commons: http://commons.iabc.com/measure/

•Ed Moed’s “Measuring Up”: http://measuringupblog.typepad.com/measuring_up/

•Avinash Kaushik’s “Occam’s Razor”: http://www.kaushik.net/avinash/

•Nathan Linnell on key measurements: http://searchenginewatch.com/3641089

•Webtrends: http://www.webtrends.com/products/analytics/facebook.aspx

Books•KD Paine: Measuring Public Relationships

•Avinash Kaushik: Web Analytics 2.0 and Web Analytics: An Hour a Day

•Shiv Singh: Social Media Marketing for Dummies

•Jim Sterne: Social Media Metrics

•David Meerman Scott: The New Rules of Marketing and PR

Questions? Discussion.

Thank you! Bob LeDrew, principal

consultant http://translucid.ca

613.869.2148