Presentation by Michael Pranikoff, PR Newswire Director of Emerging Media - for the PR Newswire San Diego event on July 29, 2009 - Industries in Flux: Media and Public Relations & the Impact of social Media
This is an example of just one way PR Newswire has been working on increasing the ability for anyone to engage with our client’s content since 2006 when we first added a Delicious button to our news releases to allow people to start sharing that content. We have continued to increase the ability for anyone interact with our content.
When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.
This is a great example from Nielsen about different ways to measure. Today, there is a big difference of just measuring clear “hits” or unique visits to a page that you are directing people to go to. Today, we need to also and maybe more acutely look at the “engagement” of a user once they get to where you are trying to drive them too.
Today, when we think about monitoring and measuring social media, there are lots of pieces and purposed to consider.
All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.
However, sometimes people are afraid of new services or paid tools because it takes budgets.
New expenditures on your budget makes one panic.
Because all of our budgets our like broken piggy banks right now. However, these services – some with very low costs – will provide the ROI that you need to not only justify the budget, but also make you smarter. In this day, anything that make you smarter allows you to do your job more effectively and better over all.
PR Newswire Event San Diego July 2009 - Industries In Flux: Meida and Public Relations & the Impact of Social Media
Industries in Flux: Media and Public Relations & the Impact of Social Media<br />Twitter Hashtag:<br />#prnsd<br />