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The Difference Between Value and ROI
Social media and public relations programs create value and in some cases generate demonstrable ROI. The two concepts are different in important ways. They are related like the rectangle and the...
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A 30,000-Foot View of Social Media Measurement
Look back five years and the PR measurement field was full of challenges: - Emphasis on media relations at the exclusion of other high-value PR activities, almost always - Oriented toward outputs and...
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Inflationary Twitter Audience Numbers Hurt Social Media Credibility
In yesterday’s New York Times, you may have read the article, Spinning the Web: P.R. in Silicon Valley, an interesting although not overly insightful piece. From a social media measurement...
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Public Relations Measurement 2010: Five Things to Forget & Five Things to Learn
(This post is a re-purposing of a speech I gave to the FPRA/PRSA-Orlando on July 23, 2009. You can download the slides here.) Public relations measurement is at a crossroads. Old techniques are no...
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Don’t Let the Tool Tail Wag the Measurement Dog
Social media listening and measurement tools are sexy. Well, at least to those of us in research and measurement – it’s all relative right? In the last three years or so there has been an explosion...
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Social Media ROI Twitterchat
Yesterday I was the guest on Shonali Burke’s #measurepr twitterchat. The subject was Social Media ROI. The conversation was lively and engaging. I found it exciting and stimulating, and appreciate...
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How Much Does a House Cost?
I don’t come from the “there are no dumb questions” school. For example, in an academic environment, I would define a ‘dumb question’ as one in which the answer should be easily known had the student...
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Measurement 2020 and Other Fantasies
At the 3rd European Summit on Measurement held in Lisbon in June 2011, standardization, education, ROI and measurement ubiquity emerged as the key themes in response to a call to set the Measurement...
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Three Fundamentals of Great Social Media Measurement
If you want to evaluate the robustness and effectiveness of your approach to social media measurement, ask yourself these three fundamental questions: Does the approach measure the ‘right’ things in...
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Digital Analytics – From Back Office to Front Page
Analytics have exploded into prominence in the past 15 months. What was once a mysterious statistical discipline understood by few has been elevated as the enabling technology that allows companies to...
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New Framework for Social Media Measurement – Update & Debate
The complete presentation, including speaker notes, I gave at the AMEC Summit in Madrid on June 7 introducing the AMEC Social Media Valid Framework is now available for download here. Please visit and...
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Social Media Measurement at a Crossroads
Please join me on August 6, from 2:00 – 3:00pm EDT for CARMA’s fourth quarterly webinar, co-sponsored by PRNews, titled “Social Media Measurement at a Crossroads.” Here is a little more information on...
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Social Media Measurement at a Crossroads
We are at a crossroads in social media measurement. Expectations for rigorous and relevant measurement have risen more quickly than delivery. Too many are fixated on quantitative outputs – speeds and...
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Let’s Play 20 Questions: Social Media Measurement Style
On August 6, I gave a webinar for Carma, co-sponsored by PRNews called, Social Media Measurement at a Crossroads. The webinar focused on the current state of social media measurement with an emphasis...
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Five Social Media Measurement Questions I Hope (NOT) To See in 2014
I get asked lots of great questions about social media measurement. Following are five not so great ones I hope not to hear in 2014. How do you measure social media? I get this question quite often...
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