Measure Your Work!
by Adrienne Sheares on September 19th, 2014
Now that AMEC Measurement Week is over, it’s time to put everything we learned into practice!
Measuring your PR efforts isn’t like climbing Mt. Everest; today’s technology makes it easier than ever before. To get started with measuring your campaigns, consider the following three tips:
1. Define what metrics matter.
If you don’t know what you’re measuring, you might as well as be sifting through sand. Remember to frame your metrics according to the campaign. Some of your efforts will be geared more toward engagement while others seek to increase qualified leads.
2. Monitor your efforts.
Don’t just track your campaigns in real time; track your audience’s response. By monitoring audience perception with Twitter and sentiment analysis tools, you can respond to changing brand conditions
3. Analyze and improve.
Once your campaign ends, look at the numbers. If necessary, as in the case of a live event or a new logo, send a survey so that you have a more accurate view of your efforts. Use that information to better understand your audience and improve your next PR initiative.
Data is big but not impossible to measure. Take small steps, and make yourself the king or queen of the PR mountain.
Did you miss our measurement webinar with Kami Huyse, founder of Zoetica? Access it on-demand to learn five approaches to social media measurement and how to develop your own measurement strategy.