Digital PR and social media measurement is one of the biggest problems companies face. Most PR and social media people are not trained to use analytics to gather intelligence data, evaluate the success of their content and drive strategy. We can help you to track results, find actionable insights and measure ROI.
WHAT TO MEASURE
Outputs: This is what you produce. (Press releases, posts, articles, tweets)
Outtake: What will the audience take away? (i.e. messages, perceptions, understandings)
Outcome: A resulting action or behavior change.
So outputs are what we produce. Blog posts, releases, images, videos, pitches sent or made. Apart from just counting how many, you can also measure how well you did with your outputs – were they on time? On budget? On message?
Outtakes measure what the audience takes away – do they get more information, a better understanding of something, a new idea?
HOW TO MEASURE
Outcomes are tangible results, behaviors & actions. Outcomes can also be qualified leads, improved customer loyalty, fewer service calls.
Start with setting measurable goals. Use the SMART system for setting goals – Specific, Measurable, Actionable, Realistic and Timed.
Once you know the goals you know what to measure.
- Did they like what they read or watched?
- Did they comment and express an opinion?
- Did they share it with others?
- Download the whitepaper or view the video?
- Did they click the link in the release and go to the page with more information?
- Where did they go after they clicked that link?
- Did they read more pages?
- How long did they stay on your site, blog or newsroom content?
- Fill in a form?
- Purchase the product?
You can measure reach, traffic, time on site, brand awareness, link clicks, downloads, likes, shares.
We’ve developed a custom Google Analytics Dashboard that can help you get started with tracking and measuring the most important actions. If you are not using analytics on your blog or newsroom this dashboard can get you started. Once you are more familiar with measurement you can dive deeper in to Google Analytics or any other platforms your company might be using.
IF YOU NEED HELP WITH YOUR PR AND SOCIAL MEDIA MEASUREMENT GIVE US A CALL 888 243 3470