Does that sound about right?
There’s also the issue of fluffy metrics, such as Facebook fans, number of media interviews, media impressions and the dreaded advertising value equivalents. Of course, there is something to be said for gauging certain “vanity” PR metrics.
It’s difficult to measure brand awareness and the effectiveness of traditional PR, so we must find ways to measure our efforts in ways that are meaningful to the executives paying us.
Below are the types of activities you can measure by vanity (brand awareness) and data-driven (business objectives) below. Start tracking these metrics, and you’ll gain respect:
Vanity metric: media relations
Media relations doesn’t mean just working with journalists; it also entails blogger and influencer relations.
Thanks to the web, we can track how many times an article, blog post or piece of content was shared. You can figure out how many people saw it, shared it and read it.