This document discusses strategic social media measurement and principles of PR measurement. It advocates for measuring outcomes over outputs, quantifying the effect on business results where possible. The key principles discussed are: 1) Setting goals and metrics aligned with organizational objectives 2) Measuring outcomes like awareness, knowledge, preference rather than just outputs 3) Quantifying impact on business results like sales, leads, customer satisfaction It also addresses measuring quality of media coverage, issues with advertising value equivalents, opportunities to measure social media, and the importance of transparency and replicability in measurement methodology.

1. Strategic Social Media
Measurement
• Full Sail University Public Relations Professors
• Sandra Krasa BK, Serial Entrepreneur
• David Lynn Painter, Ph.D.

2. The Measurement Agenda
AMEC, IPR, and 2014 World Public Relations Forum in Madrid

3. • Economic Meltdown and Evolving Communication
Environment = Need for Measurement
• Economy Recovering, Will We Forget Valuable Lessons?
• Lack of PR Measurement Standards Results in
UNProfessional Association
• Time for PR to Own
Strategic Communications
Critical Juncture

4. Joining the Dominant Coalition
• Business-Focused Measurement Standards
• Qualitative, Quantitative, MEASURABLE Contributions to
Organizational Goals

5. Seven Principles of PR Measurement
1. Importance of Goal Setting and
Measurement
2. Measuring the Effect on Outcomes is
Preferred to Measuring Outputs
3. The Effect on Business Results Can
and Should Be Measured Where
Possible
4. Media Measurement Requires
Quantity and Quality
5. AVEs are not the Value of Public
Relations
6. Social Media Can and Should be
Measured
7. Transparency and Replicability are
Paramount to Sound Measurement
Barcelona Declaration of Measurement Principles (2010)

6. 1. Goal Setting & Measurement
• Strategic, Planned, Purposeful Communications Aligned with Organization’s Mission and Core Values
• Goals Should be Quantitative: Address the Who, What, When, How Much Questions

7. Goal-Setting
• Holistic: Traditional & Social Media; Changes in
Awareness, Knowledge, Consideration, Preference, and
Action that impact Business Results

8. 2. Outcomes Over Outputs

9. 3. Measure Business Impact

10. Content Creation: Websites

11. Online Media Rooms

13. Visual Presentations

14. Public Service Announcements

15. Public Service Announcements

16. Events

17. Events

18. 4. Measure Quantity & Quality
• Overall Clip Counts and General Impressions
Meaningless
• Must Account for Impressions among Stakeholders &
Target Audience

19. Quality
• Quality includes: Tone; Source Credibility; Message
Delivery (3rd Party or Company Spokesperson); and
Prominence
• Quality = positive, neutral, or negative

20. 5. AVEs Are NOT PR’s Value
• Advertising Value Equivalents (AVEs) do NOT measure PR’s
value and do NOT inform future activity
• AVEs measure the cost of media space
• Earned vs. Paid Media Considerations:
• Advertising Rates
• Coverage Quality
• Size of Space
• Use of Multipliers Must Be Validated in Specific Case

21. • Earned vs. Paid Media Considerations:
• Advertising Rates, Coverage Quality, Size of Space
• Use of Multipliers Must Be Validated in Specific Case

22. 6. Social Media Can & Should
Be Measured
• Clearly Defined Goals: Outputs (Impressions) &
Outcomes (Relationship Development)
• Measurement Must Focus on Conversation and
Community (Engagement), Not Merely Coverage (Likes)

23. 7. Transparency & Replicability

24. Transparency and Replicability
• Valid and Reliable Surveys (Sample, Collection, Vetted
Scales, Primacy/Recency, CI)
• Media Measurements: Source (Channel), Collection,
Methodology (Human/Automated)

29. ROI of Social Media
Why every business and organization needs PR

30. PR now dominates the
Marketing Funnel
Source: http://www.crescendocc.com/pr-fit-marketing-funnel/

31. Brand Advocates and
The Value of a Fan
• Word of mouth drives 20% to 50% of
all purchasing decisions.
• 63% of consumers search for help
from other customers online.
• Brand advocates are 70% more likely
to be seen as a good source of
information.
Source: Influitive Advocate Marketing Playbook

32. Measuring Social Media Value
Source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

33. How to Value the Relationship

34. How much would 35000 views cost?

35. Social Gives Us Measurement
Traditional Can Not
Google Analytics - Direct/Everything
Facebook Insights - Outdoor
YouTube Analytics - TV
Twitter Analytics - News Mentions
Online Reviews - Public Sentiment

36. Simple ROI Calculation
Results of Interaction
1) Determine Goal - Conversion and Time
2) Record Baseline - Where did you start?
3) Record Cost of Content Creation and Outreach
4) Calculate Increase in Conversion at End of Campaign
5) Record Results
6) Multiply by 2.5 - Studies show that an engaged user is
2.5 more times likely to be a repeat customer or brand
advocate. Their value is 250% more valuable than a
non=engaged person.

37. 1) Determine Goal
Example - Delta Vacations wanted to grow fan
base and engagement in order to increase
bookings.
2) Record Baseline
Example - 35000 Facebook fans.

38. 3) Record Costs
Be Careful - If you are already using social media
and regularly creating content, then only record
costs above your regular cost. Cost is campaign
specific; and may be 0.
4) Calculate Increase
Example - Delta had an increase of 12000 fans
up to 42000, and an increase in engagement of
130%.

39. 5) Record Results
Example - Delta had a 34% increase in bookings
during the campaign, and record high sales in the
month following the campaign.
6) Multiply
Example - Delta saw a sustained 71% increase of
engagement post campaign. These engaged people will
likely buy or recommend Delta vacations 2.5 times more
than a non-engaged user.

40. The Negative ROI of
Non-Engaged Brands

41. What To Do with A Bad Review

42. L - Listen
E - Empathize
A - Apologize
P - Problem Solve
LEAP to the Customer’s Side

43. How Well Did my Friend Do?

44. PR Recycles Publics Through
the Brand Conversion Funnel
Trust
Reviews
Engagement
Brand Advocacy
ROI = Priceless

45. Connect with Us!
Dr. David Painter
Twitter: @davpaint
Email: dpainter@fullsail.com
Sandra Krasa BK
Twitter: @BKsandra
Email: sbk@fullsail.com