Read this entire case study [PDF]
By Shabbir Imber Safdar and Jason Alcorn, Virilion Inc
Last month, we talked about how important it is during the downturn to adopt a culture of measurement. When your PR efforts create a measurable impact on your organization’s goals, you will be at the head of the line for budget and staff. If you can’t measure your benefits to the organization’s goals, then your PR efforts are merely, “those communications people we have to keep around”.
There are a number of “social media experts” who would tell you that you should measure your social media efforts by the numbers of friends you garner, or by the number of times people “interact with your brand on social media sites”. These are fake metrics that won’t save your job or your budget. If you don’t believe us, go into the office of the CEO/President/Executive Director and say, “If our sales/donations/leads went down to zero next quarter, but we got a 100,000 Facebook friends, would you worry about your job?”
In this article we’ll teach you how to set up and examine your online PR activities for effectiveness and how to use that information to request more resources in the next budget cycle for efforts that are lagging.
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