Let’s get measuring, measuring…

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In last week’s blog, I talked about how the digital world has affected copyright issues. That can be kind of a bummer.

But what’s really cool about the digital world is that literally e v e r y t h i n g can be measured.

From how many times a link you tweet is clicked to what area of the world is liking your Facebook page the most.

For the ordinary person, this is kind of a “Who cares?” piece of information.

But for public relations professionals, this is a Holy Grail piece of information.

This means when we use the digital world to spread a campaign or to grow our organization’s audience, we can track exactly how successful we are.

A little back story, public relations has a lot to do with setting goals and objectives, and these two things need to go beyond, “We want to get more Twitter followers.” Okay, that’s fine, but by how much is “more” and by when do you want to do it?

Does that make sense? Good.

So when measuring digital successes and failures, the information you’re looking for and finding needs to tie back into goals and objectives.

As measurement expert Katie Paine has said, “Data without insight is just trivia.”

So, let me make an example out of this.

I’ll pick a PR campaign, and I’ll pick a way to measure it and how I would tie the results back into goals and objectives of the campaign.

How about one of my personal favorite campaigns… Dos Equis’ “Dos de Mayo” campaign.

Now, if you follow that hyperlink, you’ll find that Edelman has already measured and stated the success of the campaign in terms of metrics. They’re not idiots over there at Edelman.

But let’s say I was the brain that came up with this campaign (I wish), and my goal was for the digital world tactics of the campaign to increase website traffic for Dos Equis.

One way I could measure this would be referrals. Referrals basically means the amount of times a link was clicked and followed from a specific platform.
Let’s go with Twitter.

I could Tweet this Dos de Mayo promotional video with some enticing copy, including a link to the Dos Equis website page for the event.

With that, I could measure how many times the video and copy enticed someone into clicking the link through to the website.

And over a selected period of time, I could determine, in terms of a percentage, how much more website traffic was produced during the time of the digital implementations of the campaign.

Ultimately, this would let me know whether or not myself and the campaign were successful in terms of the goals set at the very beginning.

But remember, you can’t measure your goals if you don’t set them to begin with…

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