Social media measurement

961 views
887 views

Published on

Slides accompanying a talk to Carleton University journalism students enrolled in a public relations course. The talk focused on the importance of evaluation in the execution of social media programs for organizations.

Published in: Social Media
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
961
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Social media measurement

  1. 1. Measurement in communications and social media Bob LeDrew, principal consultant Carleton University, February 13, 2014
  2. 2. Why measure?
  3. 3. 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
  4. 4. Why do social media?
  5. 5. It’s just communications
  6. 6. Birth of PR
  7. 7. PR’s youth
  8. 8. Public information model
  9. 9. PR measurement 101 • Stage 1: Measure outputs Stage 2: Measure outcomes •
  10. 10. What to measure • • Tactics must relate to strategic goals Measurement tools must relate to your tactics
  11. 11. Outputs • News releases • Emails • Tweets • Blog posts • Podcast episodes • Web updates •?
  12. 12. Outcomes • Web visits • Open rates • Clickthroughs • Conversions • Subscriptions • Likes • Shares
  13. 13. The goal is engagement • Old-school: impressions New-school: engagement •
  14. 14. Strategize Evaluate Resource Execut e
  15. 15. Evaluation (should) drive strategy
  16. 16. 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
  17. 17. 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
  18. 18. Questions? Discussion.
  19. 19. Thank you! Bob LeDrew, principal consultant http://translucid.ca 613.869.2148

×