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Measurement

AMEC Measurement Summit Reignites AVE Debate

The International Association for Measurement and Evaluation of Communication (AMEC) is hosting its third European Summit on Measurement in Lisbon this week (it started yesterday and ends tomorrow) and AVEs are once again a hot topic.

AVEs, or Ad Value Equivalency, has been a controversial metric for eons. The Barcelona Principles, unveiled last summer, state specifically that “AVEs are not the Value of Public Relations.” However, PR measurement standards have yet to be decided. In an effort to move the process along, AMEC and the PRSA announced a collaborative effort late last year.

In a conversation with PRWeek, David Rockland, AMEC director and global head of research at Ketchum, said, “One: better techniques, and two: client education, and that’s really what this conference is all about.”

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Role of Social Media Marketing Agencies is Changing

Anyone involved with PR and marketing these days is also involved with social media and digital tactics and strategies. Eric Forst, VP of strategic partnerships at Visible Technologies says he’s seeing a trend that impacts the role of social media marketing agencies.

“Traditionally, their role is to set up Facebook or Twitter accounts and to manage that profile,” Forst told us. “More clients are pulling that in-house, so the role of social media marketing agencies has become measurement and analytics.”

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BW Upgrades Press Release Measurement Features

Business Wire has announced a number of new features for its NewsTrak measurement dashboard. Among them, metrics that are sliced and diced according to location and other categories, details about where traffic is coming from, and tools to compare how press releases are doing.

The release has been coupled with a new white paper, written by Laura Sturaitis, EVP of media services and product strategy (who also designed these upgrades), and a free webinar – Maximizing Your Measurement: Clocking the ROMI [Return on Marketing Investment] of Your Press Releasecoming May 18.

Social Media Marketing Boot Camp Preview: What to Measure and Why

For eight weeks starting March 23, Mediabistro will be hosting the Social Media Marketing Boot Camp, an online conference and workshop filled with presentations and coursework to beef up your social media marketing skills. One of the presentations will be “Everything You Need to Know About Monitoring Public Relationships,” hosted by Katie Paine, CEO of KDPaine & Partners, author, and measurement expert.

“The big thing that I will talk about most is integration; the integration of social media data with traditional media data, with market research data,” she told us this morning in a phone call from Miami.

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Facebook Beats Google for ‘Most Visited in 2010′ Title

Hitwise data shows that Facebook topped Google for the first time, making it the most visited website of 2010.

Between January and November 2010, 8.93 percent of all U.S. visits went to Facebook while 7.19 went to Google. Yahoo got 3.3 percent (Yahoo Mail got slightly more with 3.52 percent) and YouTube tallied 2.65 percent.

According to the New York Daily News, Facebook ranked ninth in 2008 behind MySpace and eBay.

Nielsen Ends Radio Measurement

Nielsen announced that it is discontinuing U.S. radio measurement, two years after starting the program. International areas – there are 11 – will not be affected. Nielsen clients will be able to access historical data and some parts of the company’s Radio Advisor software.

However, Ad Age adds, Clear Channel customers can gather measurement info through its partnership with Aribitron, a contract that has been renewed until 2016.

Questioning Klout Scores

With more people using Klout as a test for who should make it past the front door for events or get special services, Matt Owen at eConsultancy conducted a test to see how well the system measures influence.

He compared the scores for his personal account and a dummy account he set up to fire off tweets generated by an RSS of celebrity news. Owen found that while his personal score was a little higher, the dummy account was given undue credit for interaction and engagement on social media.

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Dell Launching Social Media Listening Command Center

Dell is launching the Social Media Listening Command Center today, two months after the VP of social media and community Manish Mehta announced the plan at Altimeter’s Rise of Social Commerce Conference, Mashable reports.

The Center will be based in Dell’s Austin HQ and will use Radian6 for data collecting. It will be part of the company’s @Dellcares customer care and tech support program, following more than 22,000 daily mentions of Dell across social media.

The story likens the new Dell center to Gatorade’s Social Media Command Center. It’s surprising they didn’t have this sooner.

[Image via Mashable.]

What Should Twitter Analytics Look Like?

It was revealed this week that a choice group has been invited to test Twitter Analytics. Expected to debut at the end of this year, it should provide tons of insight, such as which tweets are most successful, Mashable reports.

We asked a few PR measurement gurus which features they think Twitter Analytics should include and how it will contribute to the ongoing efforts to measure social media initiatives. After the jump, their responses, received via e-mail.

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Listening to Social Media Carefully to Gauge Consumer Sentiment

Companies keep trying to learn more about how their consumers think, and these days, social media monitoring sites are a big part of how they do it, according to a recent Bloomberg story. While the story says online data will still play a large role in intel-gathering, it quotes Emarketer Inc. to highlight the fact that advertisers are set to up their social-media site spending by 24 percent next year.

“Companies need to acknowledge that this social dialogue will occur whether they like it or not, without their ability to control it. But they can choose to participate in it,” Debbie DeGabrielle, chief marketing officer of Visible Technologies, is quoted as saying.

The story looks at the role information can play in helping companies take the pulse of product decisions, and the speed at which it can provide a gauge on reactions. For example, it points to Gap’s logo redesign, which after negative reaction, the company “pulled the plug on” a week later. It quotes Marka Hansen, the Gap brand president in North America, in an Oct. 11 statement. “We recognize that we missed the opportunity to engage with the online community.”

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