The Measurement World Ahead

Katie Delahaye Paine's
Survival-of-the-Fittest 2009 Predictions
Prepare your resume: Here's a dire dirty dozen things to come for public relations measurement.

1. Clipping services will become obsolete, thanks to Google.

2. There will be half as many social media tracking companies at the end of 2009 as there are now.

3. Half of the 80% of corporate America that doesn't get social media will go out of business. The other half will wake up and start listening to their customers.

4. Likewise, the 50% of corporate communications people who don't get social media will retire or get fired. (The other 50% may very well start having fun again.)

5. Twitter will rule: We'll see at least 100 new words starting with TW (as in Twinfluence, Tweetup, etc.)

6. Within organizations, social media measurement will become a function of the competitive intelligence department.

7. Some form of modeling and factor analysis will begin to be required for every measurement program, as Marketing, PR, IR, SocMed, and internal communications realize that they need to understand how one form of communications influences another.

8. The current whining about how we can't measure social media will shift to whining about measuring mobile applications.

9. Measuring YouTube, Flickr, Twitter, Facebook and Social Bookmarking sites will be a basic requirement of any PR measurement program.

10. Marketing mix modeling and integrating web analytics to traditional and social media measurement will move from fantasy to reality.

11. Measuring PR will stand for "Measuring People & Relationships" as organizations realize that the true benefit of social media and the Web 2.0 revolution is in the connections you can make with your constituencies – internal and external.

12. Due to continued volatility in the market, stock price will no longer be an adequate measure for the effectiveness of IR programs.

Click here for the current issue's contents page.

Click here for the contents page of the issue that this article appeared in.

Comments Please!
Send us your thoughts.

Click here to visit The Measurement Standard Blog Edition.

Click here to visit KDPaine's PR Measurement Blog, for news, techniques and developments in the world of PR research and evaluation.

Search The Measurement Standard here

3 Reasons To Subscribe to The Measurement Standard:

1. You’ll learn how to use hard numbers to prove the results of your PR efforts. (Plus, it's free.)

2. You’ll learn which are the right vendors for your measurement projects. (Yes, it's free.)

3. You’ll learn how to design your program right from the start to be easily measureable. (Plus, yes, it's free.)

You know you need to measure your results, but chances are there’s never been enough money in your budget for evaluation. Until now.
KDPaine & Partners’ new Do-It-Yourself Dashboard system combines a Web-based application with professional consulting to enable PR professionals to customize their own PR dashboards. Look here for more information.

177 Main Street, Berlin, NH 03570
603-369-6098, 603-326-4940 (fax) www.measuresofsuccess.com