A 30,000-Foot View Of Social Media Measurement

Look back five years and the PR measurement field was full of challenges: Emphasis on media relations at the exclusion of other high-value PR activities, almost always; Oriented toward outputs and not outcomes, consisting; Primarily of media content analysis, with; Little primary audience research, and; No codified thinking on how to approach ROI determination. Now add social media. Old metrics like Impressions lose meaning. It’s about engagement and not eyeballs. Consumers have broad platforms to voice opinions about your brand. Conversations are more effective than messages. So needless to say, social media measurement is a highly fluid, and rapidly evolving field. Lots of opinions, not much consensus. Here is where I believe we are at a high level...