By Gina Mossey
Digital and social media have become an integrated part of the broader PR picture, contributing to open conversations and interactions between the companies and their audiences. PR campaigns are more often focusing on creating content that people would want to talk about and share on social channels. If you treat social media as a key part of your PR and wider business strategy you can certainly achieve real business results, and as social media has become such a vital part of the public relations practice, greater importance should be placed on measuring it.
In 2015 the PR industry launched the updated Barcelona Principles to measure the value of PR. This new framework for measuring the performance of communications has been updated to reflect the changing media landscape and to put emphasis on the importance of measuring social media impact. The revised principle recognizes that social media measurement tools have evolved to a point where there is a greater potential for consistent measurement on engagement, along with quantity and quality.Here are three reasons why measurement should be an important part of your every campaign.
Measurement is a great way for you to understand how social media fits into your business and which platform is most appropriate for your business objectives. It’s important to think about your audience and where they are on social media when choosing a platform.
Trying and testing the different social media platforms available allows you to see just how effective they are for you. Understanding your business objectives and your social media use will enable you to see how they co-operate and coincide with one another. When you see how social media fits into the bigger picture you should see that your overall strategy relates directly to your business goals.
There are many ways in which social media ROI can be measured, such as lead generation, sales, revenue, new customers, clicks, registrations, etc. and which of those will be incorporated depends on what one wants to achieve within the campaign.
2. Are Your Social Media Efforts Attracting More Customers to the Business?
Gaining visibility for your business is highly important, but your number one goal should be to drive real results. There’s nothing wrong in analysing the number of comments, retweets, shares and likes a certain post or tweets gets, but there’s even more data that can make a bigger impact.
The question you need to focus on is how the retweets and likes transfer into paying customers. That is the data that can bring real value to your business and will provide an insight that can help you achieve your goal.
Google Analytics is a great tool to help you find out if you really are attracting more customers to the business. If you’re putting more effort into your social media and social traffic is increasing, then you are on the right track.
3. Review Your Results and Reset Your Goals
Through measurement, you can determine whether your social media initiatives have led to positive results. Furthermore, if they haven’t, measurement can help understand what adjustments are needed.
Based on your findings you can then reassess your goals depending on what you are aiming to achieve with your campaign. Examples of new goals might be to improve brand awareness, drive more traffic to your website, reach new audiences, or generate leads.
The way to determine ROI for social media is not the same as traditional media like TV and digital. It should be measured independently of other channels. But at the same time, it is important to apply the same standards. PRs should focus on business goals, by shifting social media measurement metrics from ‘activity’ to ‘value’ metrics. In the world of social media, people share and amplify the impact of other media, and therefore a value needs to be attached to this.