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Social media measurement

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Translucid Communications
Translucid Communications

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.

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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 Evaluate Resource Execut e
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

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