‘Downton Abbey’ rules for social media measurement

Even the folks behind PBS’ post-Edwardian drama worry about measurement. Hear how PBS tracks social media, and why ROI isn’t the best metric.

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Yes, “Downton Abbey” fans, the day arrives every year when the rest of us troglodytes sit bellowing at that ritual of televised tribalism known as the Super Bowl.

While you, smarty-pants, watch the PBS period drama instead.

For all of you who turned a public television show into a trending topic one Super Bowl Sunday, brace yourselves for some startling news. Measurement matters, even to the folks in bowties and gowns at PBS.

In a two-part Ragan Training video, “The ‘Downton Abbey’ rules for measuring the value of social media strategy,” Kevin Dando of PBS and Angela Jeffrey of Salience Insight explain how to prove your worth to your organization.

Dando is PBS’s director of digital marketing and communications; Jeffrey is Salience’s U.S. managing director.

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