This post will focus on six metrics you can use to measure the impact of social media on public relations (PR).
Why social media and PR?
Social media networks like Twitter provide a new level of access to reporters that open dialogue in new and exciting ways. As social media sites become the “source” for news and breaking stories, marketers are seeing media coverage spread more rapidly than ever before.
But the big question is, how can you quantify the impact that social media has on your public relations efforts?
The best way to show the impact is to look at how social media has affected the costs of marketing efforts.
This can be accomplished by utilizing a few standard public relations, online advertising, search engine optimization and website metrics that can be combined to show a holistic view of the true value social media is bringing to the table.
The following list of metrics can be used to evaluate public relations or they can be used across several marketing channels to show a cross-channel view of where social media is delivering.