The measurement myth part two

How to measure what you can: social media

Last week I wrote a blog post called the measurement myth, which outlined my fundamental belief that there are many things in marketing, PR being one of them, that can’t be measured for free or easily.

Measure what you can
- social media
This belief in no way contradicts the unshakable one that everything you can measure, you should measure. I’m simply arguing that you shouldn’t confuse easily measureable metrics with genuine measurement of changes in your audience’s attitudes. What is truly difficult to grasp is change in the way your audience thinks about the subject, brand or product in question.

But quite a few people have asked how they can measure those things that can be measured easily – so they can start scoring some easy wins.

A great place to begin would be this article on social media measurement, which covers the basics of everything from Google Analytics to Hootsuite. Crucially, it sets out some really useful essentials, which are focussed on defining your goals and objectives, so you know what elements of social media you should be measuring.

If you don’t already do any measurement of this kind, I would recommend starting simple, by isolating something you want to improve and measuring that.

The big data approach of measuring everything and deciding what’s useful later will probably be much too puzzling for now.

But to reinforce my original message, don’t confuse measuring the effects of a campaign, such as the amount of people reached by a particular hashtag, with measuring the change in opinion you are seeking to effect.

The most profound thing PR can do is change minds. This is hugely more effective than prompting short term sales leads or creating a social buzz. In the long term, changed minds will achieve both and much, much more.

Image courtesy of

Subscribe to Insights into PR and online marketing

Bookmark and Share

Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

No comments: