Metrics - Traditional PR
Measuring traditional PR campaigns demonstrates trends of how the company is perceived by the media, key messages, reach of niche audiences, prominence and share of ink - output measures that can have the same level of granularity as sales data- proving the value of an investment well spent. We consider these initial data points to indicate where to further measure campaign initiatives against business objectives.
Traditional media remains key to any communication strategy, so if your participation in them is not measured, it will not be possible to plan our actions and ensure the success of the communication objectives. Winning a space in traditional media will make the audience pay attention to your brand.
Increasing awareness and visibility of the brand to generate engagement, and increase traffic to owned media are the main objectives of an integrated (holistic) communication campaign where the correct use of different communication channels must be deployed, and measuring results is vital to ensure their effectiveness.
One of the objectives of measuring, when certain milestones have been reached, is learning what has been achieved so far, how and what areas can be improved, evaluate if the key messages are reaching the target audience and if the objectives planned from the beginning are on their way of being achieved.
These are the key elements that we consider important to measure in traditional media strategy:
- Share of ink: Your earned media vs. your competitors.
- Messages / differentiators: Attributes highlighted in your publications by a trusted third party.
- Media type distribution: Target niche media to demonstrate that content is reaching the channels where your buyer personas read, listen, or see your information.
- Trends / markets watch: Ranking vs. other industry players - competitors- communicating their solutions
Metrics - Digital PR
Measuring its value and contribution
A holistic or integrated communication strategy aligns owned-earned-paid media to communicate your brand's thought leadership in a consistent and continuous manner. The primary objective of each channel, is to raise awareness and visibility to generate interactions and relationships with the brand –engagement.
Digital public relations are highly measurable, so measuring anything that positively or negatively influences your brand's reputation on social platforms will let you know which initiatives to continue, discontinue, improve, or completely change.
And what should be measured in a digital public relations strategy?
We suggest these indicators:
- Niche influencers: Earned coverage through micro-influencers that amplifies the visibility of the brand, in social platforms, on its services, products and solutions.
- Interactions: Interest that your brand is generating on social platforms (comments, likes, shares, retweets) and how they get involved with your brand.
- Reach: Number of persons who viewed the digital influencer's publications about your brand.
- Referrals: Accesses to your website.
- Engagement: Interaction and relationship with the brand.
In the modern world of interaction with customers and prospects, highly shareable, entertaining, educational, and authoritative content, that includes links to your website (referrals) and search keywords and certainly good metrics (KPIs) will help increase awareness and visibility of your brand and make waves in a constantly evolving digital world.
Metrics - Social Media
Metrics are the starting point. Measuring the value of social networks is still a topic of debate and even though there are endless "definitive measurement guides", the truth is that what you must measure depends on the goals you want to achieve.
Do you want to attract potential customers? Improve customer service? Drive traffic to your website?
Once you have defined what you want to achieve, it is important to choose the right combination of metrics that will provide the information needed to take action:
- Community growth: Number of fans / followers who are continually exposed to your content.
- Message range: How many users see your messages.
- Total interactions generated after the updates.
- Shared: Times the content is shared by others, increasing your reach.
- Mentions: How often your brand is mentioned in tweets or publications.
- Comments: Number of comments your posts receive.
- Sentiment / likes: Sentiment that caused your content according to the theme you shared.
- Subjects / contents that generated more interactions.