Here’s a message we saw shared on one of our PR/marketing Facebook groups this morning. It was written by a prospective client that has yet to sign with the firm in question but wants to justify its coming PR spend to managers:
“We would like to add some goals and targets against which we can measure. These could be number of placements, traffic from placements, tweets and retweets, etc. Could you outline some reasonable metrics for a 3-month engagement?”
We were taken aback by the “reasonable” specifics requested in this quote. Estimating the number of placements one can score in a three-month period is one thing, but predicting the social media “ripple effect” of tweets, retweets and subsequent clicks that will stem from those placements is, at best, an imprecise art.