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Measurement

Guest Post: The Evolution of Media Monitoring

News that VMS had filed for Chapter 7 bankruptcy came as a shock to many people. VMS was a company with a long history and this final business move seemed to come out of nowhere.

However, the media monitoring sector has been changing and shifting for years.

In today’s guest post, Sean Morgan, CEO of of Critical Media, home to real-time broadcast monitoring service Critical Mention, takes a look at the evolution of media monitoring over the past few years. As we mentioned previously, Critical Mention is offering a trial period for VMS clients in need of monitoring services.

Click through for today’s guest column.

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VMS Goes Out of Business

A notice is now on the VMS homepage stating that the media monitoring and analytics company has filed for Chapter 7 liquidation today with the United States Bankruptcy Court for the Southern District of New York.

“The decision has been made after exhaustively evaluating many different options and with sadness for our loyal staff and customers,” the statement reads.

All employees have been terminated, effective today. We placed a call to the company and got no answer. Cision has already put a system in place to transition VMS customers.

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Weber Shandwick/CPRF Chair Polansky Talks Digital, Measurement, and Firm Business

Among the current top priorities at the Council for Public Relations Firms (CPRF) is helping firms make a way through the world digital and social media, says Andy Polansky, president of Weber Shandwick and chairman of the organization.

Calling social media “a real growth driver for agencies,” Polansky said, “The budgets associated with public relations programs are seemingly getting larger. If you think about marketing spend from a historical perspective, there was a lot of money flowing to advertising and the various other disciplines. I think now there’s more of a jump-ball mentality; whoever brings the best ideas is going to win the day.” An October 27 event with guests Robert Gibbs, former Obama press secretary, and Mashable founder Pete Cashmore, will dig into these social media topics even further.

We had the chance to sit down with Polansky recently to discuss the industry issues that the Council is tackling, and business at his own firm. The Council’s members include more than 100 PR firms of all shapes and sizes. Talent and diversity was another important issue on CPRF list.

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Lewis PR Launches a Measurement Tool

Lewis PR has introduced LSCORE, a measurement tool that will evaluate a campaign based on the amount of chatter, sentiment, the level of engagement, and conversion (which includes sales and other actions taken by the audience) across traditional and social media.

In its announcement, the firm notes that PR measurement has grown from “volume, tone and reach” to include engagement and, ultimately, the “business impact” of a PR effort in areas like items sold and downloads requested. The new tool also comes equipped with ways to help users map out their goals.

Cision Influence Rating Launches

Cision has tossed its measurement hat into the influencer ring (?) with the launch of Cision Influence Rating, which uses more than 40 different measures — Facebook “likes,” inbound links, and voting activity, for instance — to determine who the influencers are.

Also, the company has launched the Cision Influencer Database, which includes thousands of online and traditional media muckety-mucks with details about their “social persona.” The database is free for clients through a three-month trial period.

This is becoming a very crowded space these days. Weren’t we told to resist the influence of peer pressure when we were kids?

Anyhoo, which of these influencer measurement services do you recommend? The comments section and @PRNewser is open for comment.

Travel Companies Are Listening to All Your Vacation Chatter

Gee it’s quiet. That’s because most everyone is on vacation, preparing for one, or thinking about one. But it’s not all margaritas and awkward snapshots (the voting is on BTW). The travel and hospitality industries are big business, and finding out what people are saying about their vacations on social media has become a big issue.

Our colleagues at Semantic Web take a look at the tools and insight available to travel and vacation business from companies like Lexalytics and Market Metrics, which are being used for sentiment analysis and to determine what drives people to book their vacations. Moreover, companies in the travel business are making in-house hires to manage social media activity and using the information they gather for other internal purposes.

Maybe your next vacation will benefit from all this talk happening across the Web.

Ogilvy Australia Drops AVEs, Will Introduce New Measurement Tools

Ogilvy Australia's Moore

Ogilvy PR Australia has officially dropped the use of AVEs and instead will begin using “value metrics” proposed by AMEC. The firm’s chief Kieran Moore says the firm will release a suite of measurement tools in September. Moore says that the firm will be steering clients away from AVEs as the firm moves into 2012.

“I would be very surprised if by the end of 2012, if a client will still want to use AVE,” she said.

The firm, which is celebrating its 10th anniversary, also recently conducted research focused on the future of the PR industry with the International Association of Business Communicators (IABC, also in Australia). It found that strategic thinking and planning are considered among the most important work that a PR firm does for its clients.

[via AdNews and Campaign Asia-Pacific]

StrategyOne’s Fogel: ‘We Shouldn’t Be Using AVEs Anymore’

One of the most pressing (and never-ending) discussions happening across PR is how best to measure publicity work.

Individuals and organizations, like AMEC, are attacking the question with verve. One thing that everyone is slowly coming to agreement on: AVEs are no way to measure success.

In today’s guest post, Natasha Fogel, EVP of global comms measurement and analytics at StrategyOne, Edelman’s research specialty, shuns AVEs in favor of a more “scientific approach.” Click through to read on.

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Edelman Launches Its Latest Influence Measurement Tools

Edelman has introduced the 2.0 version of TweetLevel and a brand new digital tool, BlogLevel. Both tools measure online influence using a proprietary algorithm of 40 different metrics across different countries and languages.

TweetLevel has previously been used by MTV when it selected its first-ever “Twitter Jockey” in 2010. Ad Age reports that it was briefly taken down and has now been revised.

Ad Age also praises both tools while also pointing out some problems like speed and the ability to search across both systems.

“I think you are right,” said Jonny Bentwood, director and head of influencer engagement at Edelman UK. (That’s refreshing!) “The [user experience/user interface] can be better, which is why Edelman is committed to the long-term development of our Level tools,” he continued.

Saying Numbers Out Loud Isn’t PR Measurement

An article about PR measurement and the use of AVES published in the Wall Street Journal over the weekend contained quotes just a few PR pros, but shows the vast number of unreliable ways that publicists are calculating the value of PR work.

Max Markson, an Australian publicist representing the kissing couple from the Vancouver Stanley Cup riots (left) estimated the couple’s smooch pic to be worth about $10.5 million in publicity. He told the WSJ that he “pulled the figure out of thin air,” which is both hysterical and really not a good thing.

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