What time should we be posting our content? What messages are resonating best with our audience? Is there a day of the week where our content performs best? How do we truly optimize our content on Facebook or Twitter? What kind of content generates the most clicks or interactions? How long does it take before we receive interactions after publishing a piece of content?
If you are managing your brand’s social media presence or working for an agency on behalf of a brand, you’ve no doubt heard these questions from your boss. All of those questions are things we’ve helped to solve in traditional marketing and PR for years, but the question of how we “scientifically” optimize our content in social is relatively new. Continue reading
Measurement in public relations and social media is one of the most polarizing topics in this space. Guess what? It has been polarizing for longer than you and I have been alive, most likely. Over the last several months, the drumbeat has intensified to come up with a more standardized approach to measuring the impact of our programs. Todd Defren got the ball rolling with his post about PR measurement fails, and using Web metrics as a gauge of success in PR. The truth of the matter is that Web metrics could be one potential gauge of success, but talking about it in a vacuum won’t work. Then a recent #pr20chat discussed a very similar topic, and it didn’t take long for the discussion to go slightly off track. Instead of talking about the process of identifying metrics, we ended up talking a lot about individual metrics. That, my friends, is what we call the measurement rabbit hole. As soon as you start down that path it’s very hard to pull yourself out of it.
By now we should all have the steps toward successful measurement beaten into our heads, but if not…. Continue reading