There are a lot of great platforms available that enable PR pros to track the reach and effectiveness of their social media campaigns:
1. Google Analytics
Google Analytics provides the number of daily visits to your site, the demographics of your users, how they got to your site, how long they stay, and which of your pieces of content are most—and least—popular.
The Klout Score measures influence. Klout can tell you how many people you influence, how much you influence them, and the influence of your network across your social media platforms.
3. My Top Tweet by TwitSprout
My Top Tweet ranks your top 10 most-shared tweets and the number of times they were retweeted. It also allows you to educate yourself on what works well for other brands—including for your competitors.
This social media dashboard allows you to manage social media activity for various accounts all in one place. With Hootsuite, you can experiment, learn and get smarter with the content you’re posting and your engagement tactics.
The problem, however, is how do you know what’s working? And, as you move from client to client and agency to agency, how do you know what the most effective tool is to measure your current social media efforts? In other words, how do you decide how well you’re telling your client’s story, influencing people’s opinions, and protecting your brand? And are the tools that you normally use readily accepted within your current agency? (This became an issue that I recently confronted with an agency that shall remain nameless.)
According to the Public Relations Global Network (PRGN), eighty-two percent of public relations professionals believe a standard measurement tool is needed to evaluate social media success. The survey, conducted by PRGN survey an international network of 44 independent global public relations firms, captures the-much needed and timely dialogue among PR professional relating to social media.
Other findings include:
- The five top barriers to using social media in the future are ROI (45 percent), time (39 percent), resources/budget (37 percent), support from leaders (36 percent), and knowledge/experience using social media tools (33 percent).
- The four social media platforms currently being used are LinkedIn, Facebook, YouTube, and Twitter. According to the survey, 60 percent said they believed that Twitter and Facebook use is expected to increase in the next five years. Blogs also are anticipated to be used more
- When it comes to training, respondents want to learn more about Pinterest (46 percent), Google+ (37 percent), Renren (36 percent) and Flickr (30 percent).
- The top five reasons why social media use will increase in the future include promoting events, monitoring customer feedback, launching campaigns/initiatives, giving consumers/customers a sense of community and attracting new customers.
- Google analytics and alerts led all monitoring tools with over 70 percent usage each. The next five tools in order turned out to be HootSuite (38 percent), PR Newswire (37 percent), Cision (35 percent) and Business Wire (30 percent).
The demographics of the global PR professionals who responded to PRGN’s survey include 43 percent of public relations, 33 percent of communications and 21 percent of marketing. In terms of job function level, 45 percent were senior-most communications/marketing professionals. In terms of age, 40 percent were 32-47, 33 percent were 48-66 and 26 percent were 31 or younger.