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<p>Although companies have been experimenting with social channels for a number of years, widespread adoption (including much more participation on Twitter) coupled with recessionary fears put the spotlight on demonstrating value during 2008. <br /><br />The coming 12 months will be about establishing <strong>best practice guidelines</strong> to deliver successful Online PR strategies and social media campaigns. <br /><br />A key part of this is understanding how to use metrics effectively in order to <strong>measure success</strong>. However, an ongoing problem for the industry is that Online PR as a discipline is poorly defined in the first place, which can make it difficult to know exactly what to measure. <br /><br />It's important to understand that Online PR is about defining your brand and co-ordinating customer communication at every touchpoint. <br /><br />Metrics such as improvements in search can be an effective way to benchmark Online PR, but such measures neglect the wider value of company reputation. <br /><br />In addition, the <strong>lack of wider industry standards</strong> is preventing companies from being able to validate the outcomes from buzz monitoring technologies, and benchmark success across various campaigns. <br /><br /> </p><div> <div>As Econsultancy’s Online PR and Social Media Consultant, Michelle Goodall <a href="http://econsultancy.com/blog/3081-social-media-marketing-and-online-pr-challenges-for-2009">maintains</a>, the responsibility for defining Online PR falls on the shoulders of agencies and specialists. <br /><br />PR professionals must clearly communicate their Online PR offering to their clients as further investment in this area will be driven by tangibly demonstrating ROI. <br /><br />Econsultancy is hosting 2009's first <a href="http://measurementcamp.wikidot.com/events">MeasurementCamp</a> this week in association with social media agency, Nixon McInnes, which will explore ways of measuring social media conversations and communications. <br /><br />For more trends, statistics and best practice, please see Econsultancy's <a href="http://econsultancy.com/reports/online-pr-trends-briefing-january-2009">Online PR Trends Briefing</a>, available as a free download to registered users. <br /></div></div>

Although companies have been experimenting with social channels for a number of years, widespread adoption (including much more participation on Twitter) coupled with recessionary fears put the spotlight on demonstrating value during 2008. <BR><BR>The coming 12 months will be about establishing <STRONG>best practice guidelines</STRONG> to deliver successful Online PR strategies and social media campaigns. <BR><BR>A key part of this is understanding how to use metrics effectively in order to <STRONG>measure success</STRONG>. However, an ongoing problem for the industry is that Online PR as a discipline is poorly defined in the first place, which can make it difficult to know exactly what to measure. <BR><BR>It's important to understand that Online PR is about defining your brand and co-ordinating customer communication at every touchpoint. <BR><BR>Metrics such as improvements in search can be an effective way to benchmark Online PR, but such measures neglect the wider value of company reputation.  <BR><BR>In addition, the <STRONG>lack of wider industry standards</STRONG> is preventing companies from being able to validate the outcomes from buzz monitoring technologies, and benchmark success across various campaigns. <BR><BR> <DIV jQuery1231760066419="33" jQuery1231762984788="33" jQuery1231763163990="34"> <DIV jQuery1231760066419="40">As Econsultancy’s Online PR and Social Media Consultant, Michelle Goodall <A href="http://econsultancy.com/blog/3081-social-media-marketing-and-online-pr-challenges-for-2009">maintains</A>, the responsibility for defining Online PR falls on the shoulders of agencies and specialists. <BR><BR>PR professionals must clearly communicate their Online PR offering to their clients as further investment in this area will be driven by tangibly demonstrating ROI. <BR><BR>Econsultancy is hosting 2009's first <A href="http://measurementcamp.wikidot.com/events">MeasurementCamp</A> this week in association with social media agency, Nixon McInnes, which will explore ways of measuring social media conversations and communications. <BR><BR><SPAN style="FONT-WEIGHT: bold; FONT-STYLE: italic">For more trends, statistics and best practice, please see Econsultancy's <A href="http://econsultancy.com/reports/online-pr-trends-briefing-january-2009">Online PR Trends Briefing</A>, available as a free download to registered users. </SPAN><BR></DIV></DIV>

2009-01-08T15:10:44+00:00

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<div style="font-weight: bold;">Measuring success from social media activity will continue to be a thorny issue for digital marketers in 2009, according to Econsultancy's recently published <a href="http://econsultancy.com/reports/online-pr-trends-briefing-january-2009">Online PR Trends Briefing</a>. </div>

<DIV style="FONT-WEIGHT: bold" jQuery1231760066419="38">Measuring success from social media activity will continue to be a thorny issue for digital marketers in 2009, according to Econsultancy's recently published <A href="http://econsultancy.com/reports/online-pr-trends-briefing-january-2009">Online PR Trends Briefing</A>.  </DIV>

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Metrics and measurement crucial for Online PR in 2009 false

2009-01-12T12:00:00+00:00

metrics-and-measurement-crucial-for-online-pr-in-2009

2009-04-29T22:57:06+01:00

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