measuring and interpreting campaign-related metrics

The 12th chapter of the Luttrell book; ‘Social Media: How to Engage, Share, and Connect’, is about Measuring Social Media’s Impact and Value. “Traditionally, up to 5% of a typical public relations budget is allocated toward measuring and interpreting campaign-related metrics”(201).
There are some math equations  in the chapter for calculating social media expenditures. E = hard costs+ cost / time spend+ sunk cost.
The chapter goes on to mention some Measurement Standards (AMEC), and then dives into a list of things that a company should keep track of. Content and Sourcing,  Reach and Impressions, Engagement and Conversation, Opinion and Advocacy, Influence, Impact and Value.
The chapter mentions the RACE four-step PR model, and the similar ROPE model. As well as, the Schramm one-way linear model (source, encoder, signal, decoder, and destination).
The chapter ends with a few charts that show media metrics and framework. Program, Channel, Business; Paid, Owned, Earned. And how each responds to : Exposure, Engagement, Influence, Impact, Advocacy.
This was far from my favorite chapter, and it didn’t mention at all that there are already analytical programs to make it easier to keeping track of all these things.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s