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How to measure social coverage in 2022

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How to measure social coverage in 2022

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Stella Bayles, director at CoverageBook and comms measurement expert, Steph Bridgeman talk through how to measure earned PR coverage on social platforms in 2022.

Stella Bayles, director at CoverageBook and comms measurement expert, Steph Bridgeman talk through how to measure earned PR coverage on social platforms in 2022.

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How to measure social coverage in 2022

  1. 1. Find out more at: CoverageBook.com How to measure social coverage in 2022
  2. 2. Find out more at: CoverageBook.com Welcome @StellaBayles @StephBridgeman
  3. 3. Find out more at: CoverageBook.com What is the latest in brand social, what can we measure?
  4. 4. Find out more at: CoverageBook.com Engagement rates are declining… Source: Rival IQ research
  5. 5. Find out more at: CoverageBook.com
  6. 6. Find out more at: CoverageBook.com
  7. 7. Find out more at: CoverageBook.com
  8. 8. Find out more at: CoverageBook.com What are the best ways to capture social coverage?
  9. 9. Find out more at: CoverageBook.com ● URLs are better than screenshots ● If using social listening tools, export both URL and ‘article body’ or full post content to XLS ● How to export Instagram stories
  10. 10. Find out more at: CoverageBook.com www.storysaver.net/
  11. 11. Find out more at: CoverageBook.com Posts vs page? How should social be measured?
  12. 12. Find out more at: CoverageBook.com
  13. 13. Find out more at: CoverageBook.com
  14. 14. Find out more at: CoverageBook.com How do we measure views?
  15. 15. Find out more at: CoverageBook.com
  16. 16. Find out more at: CoverageBook.com How should we measure sentiment?
  17. 17. Find out more at: CoverageBook.com
  18. 18. Find out more at: CoverageBook.com
  19. 19. Find out more at: CoverageBook.com
  20. 20. Find out more at: CoverageBook.com
  21. 21. Find out more at: CoverageBook.com
  22. 22. Find out more at: CoverageBook.com
  23. 23. Find out more at: CoverageBook.com
  24. 24. Find out more at: CoverageBook.com Is it possible to measure ROI for social coverage?
  25. 25. Find out more at: CoverageBook.com
  26. 26. Find out more at: CoverageBook.com Evaluation & marketing budget allocation PAID OWNED EARNED Impressions Cost per 1000 impressions Cost per 1000 Est Views Impressions Cost per 1000 impressions Est Views (Proxy for impressions)
  27. 27. Find out more at: CoverageBook.com ● Paid & Owned reports impressions Value ● Cost per 1000 impressions (CPM) ○ How much it costs to place your ad 1000 times on a particular page(s) of a website
  28. 28. Find out more at: CoverageBook.com 1. Calculate the Estimated views of all your media or social coverage 2. Work out the total cost of all PR inputs into the campaign (or time period; total salaries/retainers) 3. Once you have that total do this simple calculation… Cost per 1000 (CPM) metric for PR coverage
  29. 29. Find out more at: CoverageBook.com
  30. 30. Find out more at: CoverageBook.com Total Cost to generate coverage = $10,000 Total Estimated views of the coverage = 1,500,000 Divide 1,500,000 estimated views into 1000 chunks = 1,500 Divide $10,000 into 1,500 = $6.66 = Cost per 1000 Impressions (CPM) of $6.66 Cost per 1000 (CPM) metric for PR coverage
  31. 31. Find out more at: CoverageBook.com
  32. 32. Find out more at: CoverageBook.com Thanks for joining! @StephBridgeman @coveragebook @StellaBayles CoverageBook.com

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