Mentioned
in this issue: Barack Obama, Sex and the City, BuzzLogic,
Radian6, Bertrand Russell, al Qaida, Forrest
Anderson, Paul Raab, IdeaStorm, Survey Sampling, e-Rewards, Zoomerang,
Survey Monkey, Starbucks, Sandra Duhe,
Vince Haselton,
Linda Hon, Jim Grunig, Larissa Grunig, Best Buy, SeaWorld, Dell,
Facebook, Pownce, Communication
Overtones, The Week, Osama bin Laden and George W.
Bush.
May
29
THE
PAINE OF MEASUREMENT
 How
to Measure YouTube
Set
up a simple measurement program, decide if particular videos are really
problems, and prepare for the worst case scenario.
by
Peter Kowalski Quick: How
many people have watched the most popular YouTube video? Now, how many
people watched the last Superbowl? If
you answered 87
million for the first and 98
million for the second, then you probably already know that video
is the most popular type of shared social media content in Consumer
Generate Media outlets. And with video technology becoming simpler
to use and bandwidth
growing,
we can expect huge video-sharing growth in the future. So, if you are
not measuring YouTube now, then you will be sooner or later. Here's how...
May
27
SOCIAL
MEDIA MEASUREMENT
 Measuring
Naked Relationships
A
step-by-step guide to using relationship metrics to evaluate the success
of your social media program.
You
are undervaluing your efforts unless you take into account the impact that
your social media program has on your relationships with employees,
community
and
other constituencies. So,
how does one actually measure relationships? You
conduct a survey of your audience using the Grunig/Hon questions designed
to specifically measure the different components of relationships.
You do
this before and after your social media program is in place, and you
do it for your organization and as many competing organizations as you
can afford to. Then you compare the data before and after, and between
your organization and the others, and then you know where your relationship
with your audience stands and where you need to go...
May
26
THE
PAINE OF MEASUREMENT
 Establishing
the ROI of Social Media
ROI is in bottom line benefits and improved
relationships.
All this week
Twitter has been the scene of furious debate, later picked up in conferences
and in blogs, over how to establish the ROI of social media. One side says
that without a solid monetary return, it's all just "pixie dust." The
other side says that social media is all about building relationships, credibility
and trust -- things that don't necessarily translate into bottom line benefits. I
argue that both are right...
May
26
SOCIAL
MEDIA MEASUREMENT
 Katie
Delahaye Paine's Top Ten
Must-Do Items for Your
Social Media Measurement To-Do List
Including:
#1. Define measurable
goals: include a business or mission benefit; #2.
Measure your market, not yourself. Always
include the competition; and #3.
Make sure everyone
agrees on your definition of positive and negative...
May
26
CAN
THIS REPUTATION BE SAVED?
 Tempest
in a Tweecup?
Twitter
has received
a lot of good press recently. One Twitter user managed to get
out the message "arrested" as he was being hauled
off to an Egyptian jail. (His friends got him freed.) Twitter
was also recently hailed for getting the word out about the Chinese
earthquake before the USGS did. All
this good press, however, has resulted in a rise in usage
and a subsequent increase in the number of Twiccups (as outages in
the Twitterverse are known.) Actually, it's more than just an occasional
Twiccup; sometimes the entire service is down for extended periods
of time. Twitter
addicts are outraged...
JENNY
SCHADE'S MAKING IT COUNT
 The
Attraction Advantage
Using research to harness the power of your brand's essence.
Barack
Obama has it. So does Sex and the City. Starbucks was a pioneer. All
three of these "brands" developed a competitive advantage that
significantly increased their likelihood of success. Through
poignant messaging, needs-based content and amplification of the
customer experience, these brands attracted followers in a way
that made it look easy. I call
this superpower "The Attraction Advantage" because it dramatically
reduces your need to pursue -- and improves your ability to attract
-- supporters, fans and customers...
May
26
THE
MEASUREMENT MAVEN AND MENACE OF THE MONTH AWARDS
Measurement Maven of the Month:
 Kami
Huyse
Communication Overtones
Kami's case
study of Sea World's measurement of a social media program is rapidly
becoming one of the classics of social media lore. It's a great example
of combining social media with traditional market research to calculate
a solid ROI. But
the real reason that Kami deserves our coveted Measurement Maven of
the Month
Award is to recognize her endless pursuit of solid metrics...
Measurement
Menace of the Month:
 Global Industry Analysts, Inc.
I made the
enormous mistake of spending $75 for one of Global
Industry Analysts' "reports" that sounded interesting.
It was allegedly going to tell me about the size and growth prospects
for the PR and Advertising research markets. It
was all of one page long and told me absolutely nothing: No useful data,
no description of methodology, nothing useful whatsoever...
May 26
BILL
PAARLBERG'S EDITORIAL IMPERATIVE
 How
Public Relations Measurement Can Win the War on Terror
When will the war be over and how will
we know? Media analysis has the answer.
Brand
USA and Brand Osama are fighting it out in the media, and this marketing/PR
battle is the important front in the war. Public relations measurement
evaluates exactly the sort of metrics that define the strategy that al
Qaida has been using to enlarge its support: media impressions, media content,
key messages, contributions and new members. Public relations should be
not only measuring the war on terror, but, by virtue of tracking the most
important metrics, should be defining the war on terror too. If
we can use media analysis metrics to define progress in the war, then
we can use
them to define success and failure...
April
23
POLITICAL
MEASUREMENT
 How
to Measure Relationships with Voters, Legislators and Other Political Constituencies.
When
measuring relationships with voters, as with any measurement program, the
type
of system you put in place depends on your objectives and your role.
Below is a list of tools you need for each type of program...
April
23
CAN
THIS REPUTATION BE SAVED?
 American
Airlines
You
can't say that they aren't trying. They
even launched a blog for, heaven's sake. Okay, not
much of a blog. It's clumsy and awkward, about as feeble
as
it gets, actually, and to
most of the world it just further demonstrates AA's incompetence. But
at least it provides a place to leave comments.
April
23
MEDIA
ANALYSIS
 The
Media Integrity Index
A call for weighting media coverage based
on trust and credibility.
by
Katie Delahaye Paine I
suggest that it's the integrity of the publication
that most determines consumer credibility and thus drives consumer action.
And I'm suggesting that to rank a media outlet in importance, we ask
our stakeholders how they perceive the media outlet in terms of integrity...
April
23
BOOK
REVIEW
A
Wonderful Book on
How to Do PR Right
Laurie
J. Wilson and Joseph D. Ogden's
Strategic Communications Planning For Effective Public Relations and Marketing,
5th Edition
The
core premise of this highly practical book is that public relations is all
about building and maintaining relationships. It's
beautifully laid out, with clear, easy-to-read text and lots of great "Tips
from the Pros" that
back up the lessons. It's full of case studies
and exercises that prove and
reinforce the points being made...
April
19
MEASUREMENT
CHANGES
 Katie
Delahaye Paine's Top Ten Signs that
It's the End of the World as We
Know It
Including: #8: Deadline?
What's a deadline? 92% of journalists say their online
editions are allowed to scoop the print version; and
#4: Employers
no longer check references, they check Facebook and
MySpace...
The Measurement
Standard publishes articles on public relations measurement, public relations
research, public relations effectiveness and related topics.
|
|
 Search The
Measurement Standard Here
 Measuring
Public Relationships
The Indispensable
How-To Guide,
Just $29.95
This
228-page paperback is the must-have practical guide to hands-on
PR measurement. Emphasizing the role and evaluation of relationships, measurement
guru Katie Delahaye Paine provides every public relations professional
with step-by-step research procedures for measuring programs, improving
results,
and managing
relationships. Listen
to
a podcast review by Shel Holtz. To place your
order, call Sheila at the KDPaine & Partners
office: 603.319.1047. More
information here.
 Great
Minds on Measurement
 "What
is wanted is not the will to believe, but the will to find out, which
is the exact opposite."
--Bertrand Russell
From
Our Blog Edition:
May
21: Katie
Paine Video Interview by Shel Israel
May 19: Chipotle
Uses Social Media Against Hepatitis Scare
May 16: NYTimes'
Minute Waltz: Temporal Measurement
May
6: Should
We Trust Web-Based Studies? (This research says Yes.)
 KDPaine's
Speaking Schedule
(see
this
page for details and the most up-to-date list):
5/28: BAE Systems US&UK/RoW,
Norfolk, VA
6/5: BAE
Systems US&UK/RoW,
Norfolk, VA
6/10: ASMI
- 2008 Branding Excellence, Arlington, VA
6/11: CMP
Technology - Enterprise 2.0, Boston, MA
6/13: Blog
Potomac Workshop, Washington, DC
6/20: Travel & Tourism
Measurement Conference, Pittsburgh, PA
Check
In On Measurement
Blogs:
It's
easy to use Technorati to search for recent blog posts on
topics that interest you. We've done it with the links below
(but you can enter any search string you like when you are
there):
-- PR
Measurement
-- Public
Relations Measurement
-- Social
Media Measurement
Our
Back Issues are now
organized by subject matter, take a look at this list:
You
will need a subscription to read most
of them.
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.
|
