MEASUREMENT STANDARDS AND PRACTICES VARY WIDELY ACROSS THE INDUSTRY
WASHINGON — March 23, 2010 — Global integrated communications agency Waggener Edstrom Worldwide (WE) and PR News today released the results from their joint survey, “Social Media as a PR Measurement Tool.” Results show there continues to be a wide range of how people understand and conduct social media measurement within the PR industry, with 40 percent of senior management not expecting social media results to be included in reporting efforts.
The survey asked communications professionals how they approach measuring social media results, and how this plays into their measurement efforts overall. Nearly 800 communications professionals participated in the survey.
Key survey findings include the following:
- 40 percent of those surveyed noted senior management does not have expectations for social media measurement as part of results reporting.
- The top metric communications professionals use to share their results is impressions, with 35 percent of survey respondents reflecting this.
- The PR industry is still determining how to measure social media engagement. Of those surveyed, 50 percent thought that their competition’s level of reporting on social media is the same as theirs, and 32 percent thought it was better.
Survey results reveal that a greater understanding of social media’s influence and value and how this translates into results is needed across the industry. With the rapid expansion of digital efforts, there is an abundance of specific, traceable social data now available, including many free tools that evaluate not only impressions, but influence.
“The survey results reflect that while progress is being made, uncertainty about how and what to measure in social media remains,” said Karla Wachter, senior vice president of product development at Waggener Edstrom Worldwide. “Never before have communications professionals had access to discoverable data that shows the business value of our influence campaigns. The data tells a story of our audience’s behaviors, actions and perceptions — a trail of intent — that serves as a critical engine for strategic brand planning, execution and ultimately linking influence to business outcomes.”
Wachter will join other industry professionals and experts at today’s PR News PR Measurement Conference, which will provide insight into effective and proven strategies and tactics for measuring communications efforts. She will join Tim Marklein, executive vice president of measurement and strategy at Weber Shandwick, and Craig Mitchell, vice president of Analysis Services at Cision, on a panel titled, “Proving PR’s Value.” The discussion will address tangible strategies on how to provide the value of communications efforts to stakeholders. To hear more details, follow the discussion on Twitter at #prnmeasure.
The PR Measurement Conference takes place March 23, 2010, at the National Press Club in Washington.
About Waggener Edstrom Worldwide
Waggener Edstrom Worldwide (WE) is a global, integrated communications agency. For more than 25 years, the independently owned firm has developed strategic communications programs for innovative and world-changing clients, working to influence markets, inspire people and improve lives. This year, PRWeek US named WE an agency to watch in its Editors’ Choice 2010: Who to Watch list. In 2009, WE was awarded Best PR Agency in North America by International Business Awards and Top Place to Work in PR by PR News. WE was also named European Technology Agency of the Year in 2008. WE has earned numerous honors for its outstanding work on behalf of clients, for its exceptional people and for its innovation in communications. The agency has more than 750 employees in 16 offices around the world, and its 17 Global Alliance partners expand the agency’s reach to 45 additional international markets. WE has seven global practices: Analyst Relations, Consumer Marketing, Corporate Communications, Healthcare, Public Affairs, Technology and WE Social Innovation, along with its digital strategies group, WE Studio D™. More information can be found at http://www.WaggenerEdstrom.com.
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