Measuring PR in metrics your leaders will understand


David B. Rockland has advice for PR warriors that will not only perk up your workday, but also improve your standing in your organization: Make some new friends.

Public relations pros tend to be right-brain types, eager to apply their creativity to a campaign, says the chief executive of Ketchum Global Research & Analytics.

So they should befriend the left-brain, analytical types who can help target the approach and prove results, Rockland says in the talk, “From Barcelona to Integration: Powerful Measurement Principles for Superior PR Programs.” The speech can be viewed free courtesy of Nasdaq Media Intelligence and Ragan Communications.

“See if you have a market research group somewhere in your organization, and make them your best friend,” Rockland says.

He describes the integrated marketing world that has evolved with the writing of Barcelona Principles—a global, overarching framework for how one should approach communications measurement. In the past 15 years, PR measurement has gone from clipping articles to using data to improve organizational performance and drive sales, says Rockland, who led a group of scores of professionals who drafted the Barcelona Principles.

View Rockland’s entire speech for free.

Measure in the language the bosses speak

PR must get away from metrics such as impressions and advertising value equivalency, which mean nothing to the leadership of an organization, Rockland says. Measure in a language your company or organization already speaks.

“Who are you trying to get to?” he says. “What about them is going to be different when you’re done? … And by when is this going to happen.”

He contrasts a list of good versus bad goals. Among them:

Bad: Drive media coverage.

Good: Through targeted media relations, reach 10 million target audience members by the end of the year. Deliver messages in 60 percent of all coverage.

In bad goals, he notes, there are no numbers or dates. The good ones predict what a campaign seeks to do and how its success can be measured.

But what about those free spirits who entered PR because of their creativity, not their slide-rule smarts? Luckily, the profession needs both sets of skills.

Use the data you’ve got

“It isn’t just about the numbers,” Rockland says. “It’s also about what makes people tick—and it is definitely not just about big data. We’ve got way too much talk about big data. Figure out first what you do with the little data that you’ve already got.”

Example? Rockland was working with the Leukemia & Lymphoma Society, which successfully fundraised through volunteers who would get friends and relatives to pledge money when they ran run half- or full marathons. The return diminished as other organizations started copying the sports sponsorship tactic.

The organization had a lot of data; it just didn’t know what to do with it, Rockland says. The society knew how many people signed up for races in 56 markets nationwide, and how much was raised through direct mail, radio, online, and point-of-purchase, meaning displays in places such as Sports Authority or Walmart.

“We were able to say, for every thousand dollars you spend in each market for these four different channels, here’s how many leads you end up getting,” Rockland says.

Ketchum found that by reallocating money, the society would get 3,000 new leads. That equals $ 8.2 million for blood cancer research-based on conclusions from data the organization already had.

“One of the things we find a lot with our clients is they have all the data,” Rockland says. “It is rare I’m ever with a client and I say, ‘You are data poor.’ The vast majority of the time with clients what we’re saying is, ‘You’re data rich. You are analytics poor.'”

PR wants to be at seated at the adult table, but it often gets relegated to the kids table. It doesn’t have to be like that.

If you have the data and analytics to prove it, measurement can prove you belong with the grownups of “the C-suite,” Rockland says, referring to the executives with a C in their title, such as the chief executive officer and chief marketing officer.

The field, he says, “is really at the point where we really can demonstrate the things we wanted to demonstrate to get at the big guys’ table, to get at the C-suite table.”

View Rockland’s entire speech for free.


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Introduction to Twitter Analytics and Measuring Your Tweets and Followers


If you’re in marketing, you probably use Twitter Analytics. The powerful insights tool within Twitter allows you to track your account’s metrics and statistics on Tweets, ReTweets, favorites, followers, ads, and much more. Not to mention, they’re displayed in an easy-to-read dashboard too.

This tool allows Twitter users, and especially digital marketers, an opportunity to look back on successes, and hopefully use that information to create more of them. Given that 78% of customers rely a business’s social media activity when making purchases, this makes your Twitter strategy that much more important. Now that we know what this dashboard can do, let’s dive into the best ways you can use it.

Accessing Twitter Analytics


Once you have logged into the desired Twitter account take a look at the upper-right-hand corner of the page. See your profile picture? Click that. This should reveal a dropdown menu, and within this menu you will have the option for “Analytics”.  Once clicked, you should see a new page – your Twitter Analytics. This is where the fun starts.

Now that we are able to access the analytics portion of your Twitter account, let’s go over how to read and use these sections at the top of the analytics dashboard.

Section 1: Home

Twitter Analytics Home

The “home” section should be the first thing that is seen when Twitter Analytics is opened. This section will immediately provide a 28-day performance summary of the account, as well as a comparison to the previous month. From this, we can gather compressed data on the following:

Tweets: The number of tweets that have been sent in the last 28 days. The analytics system will compare this against the previous time period, allowing individuals to recognize issues caused by low tweet volumes.

Tweet Impressions: This is quite interesting. The number of tweet impressions represents the amount of people who have viewed the tweets sent by the account.  Each time a tweet is seen – directly or indirectly (from a retweet) – this number will rise. This is a good number help to gauge social exposure.

Profile Visits: Fairly self-explanatory. This statistic gives users an overview of the number of unique profile visits to your Twitter account.

Mentions: The number of times the account has been mentioned by other accounts. Allowing a peek into social exposure. These numbers should ideally be growing as the account grows.

Followers: This statistic will allow users to see the growth in their social following on Twitter. This is a useful number when judging a social media campaign’s success. Ideally, as an account shares more quality information, exposure should build a deeper follower base.

Below this graph we should see a more in-depth monthly breakdown. This section will highlight your top tweets, followers and mentions for each consecutive month. To the right we see your monthly summary, a highly-useful piece of information.

How does this help?

It analyzes and compiles all of the aforementioned statistics into an easy-to-read table, making it simple to judge campaign success on a month-to-month basis. Below we will see an example of an account’s growth from July to August.

Two-Month Analytics Summary

Section 2: Tweets

Twitter Analytics Tweets

The “tweets” section is one that can play a major role in strategizing a social media campaign. When opening this tab, we are introduced to a graph that shows users their tweet impressions – broken down on a day-to-day basis. This provides a great overview to view what days were successful, making the section below much easier to comb through.

The section below will provide statistics on each individual tweet, and gives you very useful information on the following statistics.

Impressions: Number of times the tweet has been seen by other Twitter users.

Engagements: A combination of favorites, retweets, profile & link clicks and any other interactions that were stemmed from this specific tweet.

Engagement Rate: The number of tweet engagements divided by the total number of impressions. Presented in a percentage form.

How does this help?

Using these tweet statistics can help an individual analyze the tweets that were more successful than others. What caused this tweet to take off? Find out what was unique about the tweet, and base your future tweets around this structure.

Section 3: Followers

Section 3 Followers

The “followers” section of the analytics dashboard will breakdown statistics of an account’s follower; giving insight into what the audience is interested in. When first opened, the Followers Tab will greet users with a graph that visually represents the increases & decreases in an account’s followers. This allows an individual to analyze the success of an account’s social media campaign.

Below this graph we are shown an “interests” section. This section will break down the interests of an account’s followers, showing users what percentage of their followers are interested in a specific topic.

How does this help?

This section takes the guessing out of a social media campaign’s strategic planning. Knowing what an account’s followers are interested in will allow individuals to design their campaign strategy around these interests. This can also help boost social media presence, because businesses can participate in Twitter chats that share interest between themselves and  their followers.

Section 4: Twitter Cards

The “Twitter Cards” section allows users to create and track the success of their Twitter Cards. Twitter Cards allows Twitter users who own websites to share their website’s content in an interesting manner. Twitter Cards have various format options, enabling users to craft visually pleasing tweets for sharing articles, images and videos. When a website’s content is shared, Twitter will craft the tweet with the designated Twitter Card.

How does this help?

Twitter Cards are generally helpful to Twitter users who run a website. When content from the website is shared, these Cards allow Twitter to craft the tweet’s layout to the site-owner’s preference. This can help drive traffic to the website, while creating stability in how audiences are seeing your content on Twitter.

Section 5: Tools

The “Tools” section of the analytics dashboard offers conversion tracking tools to help a website owner judge whether or not their Twitter presence is directly affecting product sales from their website. Perhaps the most useful tool provided here is the Event Calendar. This calendar provides details of various events throughout the Twitter world.

How does this help?

The event calendar can be very helpful when brainstorming tweet topics. A user can view this calendar and notice there will be a trending event and design an opportunity to insert themselves into the conversations that will be revolving around this event. This can be a huge opportunity to gain exposure in the Twitter world.

Social Media Week