Blogging about social media » Measuring the effects of social media initiatives
4 Comments- Add comment | Back to PR Thoughts Written on 13-Dec-2007 by GdugardierA recent study “New Media, New Influencers and Implications for the PR Profession,” presented at the Society for New Communications Research Symposium in Boston last week, funded by the Institute for Public Relations and Wieck Media, The study focused on how influence patterns are changing and how communications professionals are addressing those changes.
Some of the findings are:
The top three criteria for evaluating influence do reflect the importance of online engagement:
- Participation level
- Frequency of posting by the community member
- Name recognition of the individual
While measuring the effects of social media initiatives, the metrics participants of the survey value most are:
- enhancement of relationships with key audiences,
- enhancement of reputation,
- customer awareness of program and comments/posts relevant to organization/products.
Close to the bottom of the list was traditional media coverage.
Detailed results of the survey should be published early 2008 via the SNCR
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written on 18-Dec-2007
kevingoodman says:
Interesting. Thnx for sharing.
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