Before the rise of digital media, PR practitioners often needed help defining specific, quantifiable campaign contributions. It wasn’t easy to validate investments in PR resources without specific measurements to gauge. Throughout the 21st century, we have identified an evolution in evaluation as digital media has provided various ways to gather, measure, and interpret data analytics.
Historical Usage
Traditionally, advertising value equivalency (AVE) was implemented in the mid-20th century and was believed to accurately depict the profitability of a specific paid form of media. We later determined that this is not entirely accurate as AVE does not necessarily measure value; instead, it measures the cost to coverage generated. Value depends on a variety of factors, including public sentiment and perception, which can be challenging to measure in one specific unit. Utilizing AVE helps determine the ratio of cost to exposure but the PR industry does not consider it a reliable metric for overall measurement of a PR campaign. .
Social Media Context
Social media platforms often provide a variety of tools to determine content effectiveness. Post engagement refers to the number of times users have engaged with a post, i.e. likes, comments, and shares. More post engagement leads to higher levels of exposure which can lead to increased impressions, engagement and general revenue growth. This should be the first form of measurement utilized in social media marketing. One tool you can implement to analyze these metrics further would be an application called Sprout Social. Sprout Social provides a plethora of tools and information to be utilized for cross-channel social media analytics. It creates a centralized hub for media monitoring and allows users to create social media calendars, queue future posts, and review previous post reports on one platform. I suggest checking it out!
Web Analytics
Often, we see companies redirecting users from their social media page to their website where they can find further information. Having the ability to measure web traffic and sales conversions is essential in understanding whether or not your website is effective in drawing user engagement. Programs such as Google Analytics have allowed businesses to access this information quickly and something I highly recommend if you are a business owner looking to optimize your online presence.
KPI
Now, the question remains: What are practical ways we can utilize these statistics to effectively reach key publics and stakeholders? One way to gauge this is through a measurement known as Key Performance Indicators (KPIs). KPIs are unique to a business’s goals and often measure quantifiable indicators such as revenue growth, revenue per client, client retention, and customer satisfaction. Considering these factors, we can compare engagement and traffic statistics with previously defined goals to determine whether they align with campaign efforts.
Using metrics to determine a campaign’s effectiveness is critical to understanding what has worked and what can be adapted to reach key publics. The further development of digital media has provided new strategies for creating an effective PR campaign. We can further solidify the need for business PR practitioners with measurements such as post engagement, shares, and reach.
Ethan Hill, Account Associate
prowl-pr.com 