With hundreds of service providers who offer secret sauces and black-box solutions, how can a PR pro know if his results approximate reality? How does he compare reports from one vendor to the next?
There is good news. Thanks to a cross-industry collaboration of PR trade bodies—social media analytics, advertising and word-of-mouth associations, and a handful of blue-chip client companies—the industry is definitely making progress.
Tim Marklein of W2O Group and Katie Paine of KDPaine & Partners—who are both leading the charge—gave an update at the 4th Annual AMEC European Measurement Summit a few weeks ago. (See www.smmstandards.org.)