PR and social media accountability is more important than ever, and new measurement ideas are valuable.
Metricsman Don Bartholomew recommends five new ideas including: 1. the total value of PR 2. an updated model 3. three zones of measurement 4. new metrics and 5. impact/value and ROI.
I appreciate the updated model and new metrics ideas that seem easier to understand and more comprehensive and more integrated than traditional measurements.
Specifically, they measure exposure, engagement, influence and action. All can be important in determining a campaign's ROI, and Metricsman descrbes these measurements:
1. Exposure -- to what degree have we created exposure to content and message?
2. Engagement -- who, how and where are people interacting and engaging with our content?
3. Influence -- the degree to which exposure and engagement have influenced perceptions and attitudes?
4. Action -- as a result of the PR/social media effort, what actions if any has the target taken?
This table shows the tangible measurements within each of these categories:
The new measurements have great value for golf brands, especially as they plan multiple on and offline campaigns for 2010.
