I read two very worthwhile posts this week on measurement. Some of the most insightful posts I’ve seen yet.
In my own view, a very concise concept, or better word choice would be framework, for measurement. Alan sets out four tiers of management, on which I’ll put my own take on having modified this a bit.
Tier 4: Output: pitches sent, press releases published, blog posts consumed.
Tier 3: Awareness: impressions, page views, time on page
Tier 2: Reception: interactions, like social shares, comments, or surveys in traditional PR sense
Tier 1: Behavior: sales, votes, new members, petitions signed
An excellent framework for measuring “mirco goals” as Jennifer calls them. For example, Jennifer lists these as “micro” measurements for Twitter.
– # of ReTweets
– # of Link-Throughs (I’m not sure what she means by this, but I interpret this to mean “clicks” from a source like Bit.ly
– Number of brand mentions (need a social media monitoring tool for this)
– # of @replies
– # of followers
– # of listed
I’d add to this two additional items – favorites – that is the number of times a Tweet is interesting enough for you to favorite it on your account and two, the number of sales “leads.” I use “leads” loosely and it’s to mean the number of times someone asks about your brand on Twitter. You might for example, use a social media monitoring tool to capture this if the person Tweeting is an “influencer” or a tool like Cloud Twitter from Salesforce to capture the “lead” and either create a new record or add to an existing record.
Photocredit: screenshot mashup from sources linked to above.
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The folly of public relations measurement