Who is on social media,business social networking,jobs in marketing and public relations - Plans On 2016

12.08.2014
Measuring PR activities in both news and social media is imperative to prove PR’s value and to identify successful strategies – but comprehensive media monitoring and measurement can do quite a lot more than that for PR and corporate reputation management. By monitoring both news and social media, PR gains a 360-degree view of PR impact, its effect on corporate reputation and purchase intent, and what parts of the PR and marketing program are having the most impact.
Still, using social media measurement merely to justify PR’s value squanders its power and potential. If you’re not monitoring social media, you cannot manage your online reputation or track key influencers, such as mainstream journalists and leading bloggers in your niche. Paine recommends tracking those influencers, monitoring what they are saying in traditional news outlets and social media, including video-based networks.
A media monitoring and measurement system that brings news and social media data together in one place (Ahem: think CyberAlert) makes monitoring and measurement less time-consuming and enables better data to assess and enhance the PR program. Nikki Little, an account director at Identity’s social media team, recommends these steps for PR and social media measurement in her Slideshare presentation. Metrics like page views, number of media stories and blog posts generated, referral traffic and number of social media followers may be initially adequate.


Bottom Line: Tracking social media including blogs, message boards and forums, Facebook, Twitter, and YouTube is as important as monitoring mentions of your company and its brands in traditional news outlets.
William Comcowich now serves as CMO of CyberAlert LLC, the media monitoring and measurement service, and editor of the CyberAlert Blog which covers PR, marketing and social media. The week of the 2013 Super Bowl I wrote a post titled The Social Media Super Bowl that compared the teams, players, and brands involved. Tying into my last post about running a successful holiday promotion, I’m going to discuss 3 social media management tools that can be used by your company. Comprehensive news and social media monitoring and measurement can identify issues and pinpoint product and customer service problems. Better metrics include engagement, and actions connected to outputs such as website spikes linked to a media story or social media campaigns. Social media monitoring enables PR personnel to determine how their messages are resonating with audiences, quickly identify emerging crises, and manage their organization’s online reputation. Some of that data was speculation, but now after Super Bowl XLVII is complete and the Baltimore Ravens are announced the winners (thank God!), we can revisit the social media aspect of the Super Bowl.


Social media is every bit as much “earned media” as traditional news; social media affects brand reputation and purchases as much as mainstream news. Failing to include social media in your PR measurement program under-reports PR accomplishments, misses opportunities to capitalize on social media mentions, and ultimately invites disaster. To gain insights into consumer perception of the company and its brands – and to head off potential PR crises — PR must carefully monitor and measure social media.
Nevertheless, having all the social media mentions enables thorough analysis – and better data on total reach.



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