The hitch hiker’s guide to social media measurement

GalaxyAs we have mentioned elsewhere in this blog (AVE is a dying breed), the world of PR measurement is changing. A good case study written by a journalist or a glowing product review is worth 10 times more than the thousands of pounds it costs to advertise in that magazine. But it is not the flaws of AVE or Advertising Value Equivalent that have resulted in this change, it is the rise of social media because it requires a whole new set of tools to measure its impact.

There are numerous free tools available and others that you need to pay for, with Radian 6 being the market leader. You need to understand which one will best suit your needs but it is likely you will end up using a combination of them.

We will be posting more on this blog in the coming months about the different tools available but I came across some text from the great wordsmith and author of The Hitch Hikers’ Guide to the Galaxy, Douglas Adams, which I felt provided food for thought for those of you struggling to get to grips with which measures to use or even undersatnd the vast array of social media outlets that can help promote your brand. These words were written about the internet. But they apply to any new technology really:

“1) everything that’s already in the world when you’re born is just normal;

2) anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it;

3) anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really.”

A wise man that Douglas Adams.

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  • About the Author

    It’s my job to look strategically at our clients’ goals for their brand and then apply my knowledge of PR, the media and online communities to make sure that we deliver. The part of my job that I enjoy most is being able to provide a fresh perspective for our clients – and uncovering the best way to raise the profile of their brand. I also love keeping up to date with the ever changing nature of PR.

    Before setting up the business, I worked both in-house and agency-side doing PR in the education and telecoms sectors. I split my time between France and the UK and so I can often be found at airports smuggling cheddar cheese into the land of camembert.

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