AMEC has just launched a major upgrade to communications measurement tools and theory: the Integrated Evaluation Framework. Remember the AMEC Valid Metrics Framework, introduced in 2011? (We showed you how to use it here, here, and here.) It was a valuable tool to organize and design communication measurement programs, but many users found it awkward to apply.
The new Integrated Evaluation Framework deals with that and a lot more. It’s a free, non-proprietary, intuitive, interactive, and easy-to-use online tool that serves as a theory-enhanced overhaul to the Valid Metrics Framework. That’s an image of it up top. You answer a few questions in the seven indicated areas, and the tool guides you toward proper measurement and evaluation. It doesn’t do the work for you—there’s still a lot of careful thinking required— but it does help you get organized, with tips and advice on how to do so.
Jim Macnamara, Professor of Public Communications at the University of Technology, Sydney, describes the most salient new features of the new Framework in the video below:
- It’s a convenient online tool,
- It incorporates standards and theory from a wide range of fields related to PR and communications, and
- It includes very specific tips and steps.
This is no one-size-fits-all metric or black box. Rather, in the words of project lead and AMEC Board Director Richard Bagnall, it’s “…a common approach that will work for organisations of all sizes but which can be tailored to very specific user cases and objectives… Anyone can use it…”
It is really so straightforward and user-friendly that the easiest thing to do is just take a look at it here. It comes with its own website full of tips, resources, and supporting materials. Congrats to AMEC.
And if you’d like to read more about how to use the original Valid Metrics Framework:
- How to Choose Tools and Benchmark for Social Media Measurement Using the AMEC Valid Metrics
- How to Measure Social Media Using the AMEC Valid Metrics Framework
- The Valid Metrics Framework, Updated to Include Social Media
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