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Measurement

Peter Himler on The Future of Measurement

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In case you missed it, the newly united Cision/Vocus is hosting a big event in New York next week to discuss the topic that won’t go away: measurement.

Earlier this week we asked friend of the site Rebekah Iliff, CSO at AirPR, for her opinions on the future of the practice.

Today we have another take on the same topic from veteran Peter Himler: blogger, influencer, industry veteran, Balthazar fan and founder of Flatiron Communications.

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Q&A: Is the Future of PR Measurement Already Here?

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In case you weren’t aware, measurement will only grow more important in our industry moving forward.

In case you also weren’t aware, next week will be Measurement Week 2014 in our fair New York City thanks to a PR soiree hosted by Cision/Vocus that will include a slew of marquee names.

Leading up to the event, we spoke to two of the featured speakers to get their takes on the state of measurement: where it is now and where it needs to go.

First up is friend of the site and AirPR chief strategy officer Rebekah Iliff (follow her on Twitter; she’s quite good).

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5 Digital Metrics/Tools That PR Pros Need to Know

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Measurement: it is, as our own Shawn Paul Wood put it in yesterday’s “Top 5 PR Industry Debate Topics” post, the “pachyderm in the room.”

So what’s the skinny on new measurement tools, and which numbers should we focus on? For starters, Cision has some new offerings it would like to share with you.

We spoke to Heidi Sullivan, SVP of digital content at Cision, to learn more about the general state of data in PR and the tools and metrics that you need to use.

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‘Most Influential New Yorkers on Twitter’ List Is Slightly Surprising

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We don’t doubt the algorithms of social analytics company PeerIndex. We were, however, mildly surprised by the results of their most influential New York tweeters study featured today in New York magazine.

Some are obvious: mayors de Blasio and Bloomberg, Bill Clinton, Neil deGrass Tyson, Jimmy Fallon, and…French Montana? Is that Miley’s long-lost brother?

Just kidding. We know he’s a rapper because we do research. We also assume that Piers Morgan comes in at #4 due to the recent failure of his CNN show and the fact that he’s not afraid to call out his haters from his comfy spot beneath the bridge.

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Which Brands Won and Lost the Sochi Olympics on Social Media?

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[Via Reuters/Pawel Kopczynski]

The Sochi Winter Olympics are officially over, and the general consensus is that these may not have been the most exciting games in history (though The New York Times theorizes that some refuse to acknowledge their success in order to avoid praising Vladimir Putin).

One of the reasons we weren’t completely compelled is that we were distracted by a very serious political revolution in neighboring Ukraine.

We know who won in terms of medal count (Russia) and who lost in terms of ratings (NBC), but what about all those sponsors? Which brands won the most coverage on social beyond the ones Johnny Weir featured on his Instagram page?

Thankfully, we can now answer that question with this handy infographic from Engagor, which produces a platform for “real-time customer engagement, social media monitoring and analytics”, after the jump.

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Why We Need to Learn More About Social Measurement and ‘Predictive Marketing’

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We’ve all heard quite a bit about measurement lately, haven’t we? The stories about next-big-thing trends in targeted marketing, real-time marketing and now “predictive marketing” tie into the thread insisting that PR needs to better prove its value with data.

That’s tough, of course—just this week we learned that shares may not be worth much of anything at all, because many of the people who “share” a given piece of content never actually “read” it.

Eileen Bernardo, marketing/communications manager at social analytics firm ViralHeat, recently told us why PR should pay attention to all these digital marketing stories.

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So Is That Why You Made All Those Changes? Lithium Technologies to Buy Klout

kloutWe were supposed to have a call with Klout yesterday after posting this story about all the changes the company made to launch #NewKlout. But at the last minute, we were told something came up and the call would have to be postponed. That something was likely the news that the company was being purchased by Lithium Technologies for at least $100 million.

According to the scoop by Re/code, Lithium, a company that provides “social customer experience management software for the enterprise,” is preparing for an IPO. And the two companies complement each other.

“It’s a dead-on fit in terms of topic focus for the two companies, but it’s also a save for San Francisco-based Klout…” Re/code continues. Mashable speculates that Lithium was attracted to Klout for Business’ 200,000 users.

In light of the sale, it’s worth it to take another look at all of the Klout updates.

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The Evolution of Metrics

RIP-AVEA long time ago in a flackdom not too far away lived a gaggle of PR professionals that were under the impression the only way they could quantify what they did for a living was through an obscure metric known as Advertising Value Equivalency (AVE). Since 1949, AVE has been heavily debated — albeit, it’s been used by agencies across the nation — but griped about nonetheless.

Then, some highfalutin flack questioned the ethics of it all because ad numbers tend to be, shall we say, mercurial. That was 2010, and pretty much the end of AVE. However, I am in the minority when I say it will never be completely eradicated. Why? Try telling a small business owner about his exposure and influence among paid, earned and shared media and he or she will point your narrow behind to the door. Show him or her numbers (no matter how obscure they are to define) and you will find a happy client.

Because measurement — to a client, not to an agency — has to be seen, experienced and measured in order to be real. What do you say then? How do you validate your effectiveness then? Let’s discuss ethics and possible solution about this quantifiable evolution after the jump…

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The PR Measurement Debate Enters a New Stage

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Putting the usual cultural/political flotsam and jetsam aside, these are two of the month’s most interesting developments in the PR world:

1. A majority of marketing execs think PR should handle social media duties

2. Many clients are ditching the idea of “social ROI” altogether

In short, an increasing number of people think that PR is best equipped to do social, and many within the industry are pushing for a bigger focus on measurement. At the same time, the concept of measuring the success of social campaigns in dollars-and-cents terms is losing favor among certain higher-ups.

The second point got a big boost last week when four major corporations announced plans to adopt measurement standards developed by the Coalition for Public Relations Standards, a group created in 2012 with the participation of nearly every major PR industry group.

What does this mean?

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Is ‘Social Media ROI’ a Dead Idea?

Here’s an interesting response to yesterday’s story on the study confirming that ad/marketing execs think social media is PR’s problem:

So: PR should handle SM, and PR should focus more on ROI to prove its value, but SM ROI remains elusive despite the fact that many continue trying very, very hard to measure Twitter campaigns in dollars-and-cents terms.

It can get confusing—and today we learned that more and more companies are abandoning the very concept of social ROI even as such efforts grow more integral to the operations of your average PR firm.

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