90 percent of PR pros measure Facebook, Twitter

A Ragan/NASDAQ survey reveals: Measuring social media is a priority, PR pros favor gauging outcomes over outputs, and 45 percent of companies spend less than $5,000 on measurement.

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It seems nearly every PR pro—or at least 84 percent of them—is measuring social media engagement and interaction.

Dig deeper, and the consensus is even greater about which platforms rule the social media landscape, a Ragan/NASDAQ OMX Corporate Solutions online survey of 1,467 PR pros reveals.

Both Facebook and Twitter draw anxious eyeballs from 90+ percent of industry professionals who measure, with Facebook, at 94 percent, beating out the 140-character chatterbox by two points.

The video and search-engine giant YouTube is still relevant, at 60 percent, and Google+ at 27 percent.

“We track all social media and do a combined assessment while also specifically tracking Facebook, Twitter, and YouTube for their key metrics as they have additional influence over search and buzz,” wrote one survey respondent.

The survey also showed:

David B. Rockland, CEO of Ketchum Change, says measurement matters, but not as a way to give yourself a pat on the back.

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