Kami Watson Huyse, APR, talked about the growing necessity for measuring data in public relations in her session, “A Practical Framework for Measuring Social Media.”
Huyse said measurement helps you diagnose what works, prioritize decisions and planning and evaluate programs to demonstrate ROI. “I always say measure over your boss’s head … So you can show him what you are doing,” she said.
She talked about the 5 A’s of measurement:
— Activity: tracking posts, tweets, blogs
— Attention: your fans and followers, demographics, etc.
— Awareness: engagement, i.e., what they are saying to you; applause rate, conversation, referrals
— Attitudes: conversation, i.e., what they are saying about you; comments, shares, reviews
— Actions: what you are spending/doing and the ROI (return on investment)
Huyse asked attendees to support PR measurement standards that are currently being created by a consortium of major players in the global public relations world, including PRSA. The group is working on creating definitions, best practices and universal standards for: traditional media measurements; digital/social media measurements; ROI; communications life cycle; and internal communication (still to be developed).
Check out Huyse’s presentation at slideshow.net/kamichat. For questions, Tweet her at @kamichat and use #PRStandard.
Kami Watson Huyse is the founder of Zoetica Media, an award-winning marketing and PR firm. Watson Huyse authors a blog on the topic of public relations and social media strategy and is considered a national leader in the use of social media for public relations. A 20-year veteran of public relations, her work in social media has earned her the SNCR’s 2008 and 2010 awards and IABC’s 2009 Gold Quill of Excellence Award. She authored a chapter on social media measurement in “Welcome to the Fifth Estate: How to Create and Sustain a Winning Social Media Strategy” and is a frequent speaker on the subject.