In the past week, we have had several conversations with clients about social media and what they could be doing or doing differently in this area. It’s always interesting to have these types of discussions and to take a good, hard look at what is being done, what needs to be done and what could be done differently.
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…Participating in social media is a great thing for some organizations. However, if your website is out-of-date, stagnant and doesn’t engage the community you want to connect with—social media might not be of much support to your efforts. There are many organizations that jump on the social media bandwagon before they make sure that the foundation of their online outreach—their website—works.
The econsultancy blog has a great post on social interaction measurements. It’s worth a read.
Katie Paine also has another post worth reading (she has a lot of posts worth reading). Here, she talks about problems in calculating the value of PR, based on what the equivalent ad space would cost. Measuring that way is so out-of-date, it always surprises me that it is still used. PR is about relationships, educating people about an issue or cause and helping to inform opinion. Comparing it to what an ad would cost is of no benefit.
Measurement has always been a challenge in the world of PR. Back in the day, it was all about newspaper and magazine “clips” and the quantity. And a lot of PR professionals were forced to use clips to show success because that was the standard. At AHA, we have always approached measurement a little differently, and have been fortunate enough to have clients who listened to our rationale for why we did it our way.