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Measure Your Media Relations Efforts on Social Networks Frank Strong Director of PR @Vocus [email protected]

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Measure Your Media Relations Efforts on Social Networks

Frank Strong Director of PR @Vocus [email protected]

Pictures not the pigeons ma1er

Photo credit: Modern Mechanix

Page 3: Measure Your Media Relations Efforts on Social Networks › Assets › File › social_media... · 2020-01-01 · Measure Your Media Relations Efforts on Social Networks Frank

Tradi&onal Media Rela&ons

Outputs Outcomes

Pitches sent Sales, votes, dona7ons, membership

Press releases published Surveys

Placements

New Media Rela&ons

Outputs Outcomes

Pitches sent Sales, votes, dona7ons, membership

Press releases published Surveys

Placements Referral traffic, conversions, page rank

Outputs vs. Outcomes

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We’ve got new carrier pigeons

AdAge: Top 10 Viral Video Advertisements of All Time

WordStream: Keyword Research for PPC - Find More Qualified, Cheaper Clicks

www.newsjacking.com/

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Socializing media rela7ons

Page 6: Measure Your Media Relations Efforts on Social Networks › Assets › File › social_media... · 2020-01-01 · Measure Your Media Relations Efforts on Social Networks Frank

It’s s7ll about outcomes not outputs – even if our pigeons are taking pictures from space.

It’s s7ll about the pictures

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Owned Media Shared Media

Traffic Share of voice

Referral traffic (sources) Tone

Subscrip7ons Engagement/interac7on

SERP Referral traffic (sent)

Indicators for new media

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1.  Placements 2.  Share of voice 3.  Referral traffic 4.  Conversions

What I’m commi1ed to…

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1.  It’s okay to use new means to communicate 2.  Experiment with measurement indicators like outputs 3.  Focus on outcomes – outcomes are measures that matter

Key takeaways

Page 10: Measure Your Media Relations Efforts on Social Networks › Assets › File › social_media... · 2020-01-01 · Measure Your Media Relations Efforts on Social Networks Frank

Photo Credit: Pintrest

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