Social Media: Metrics and Measurement

I recently read Prof. Serena Carpenter’s informative article on tracking social media.  It seems to be an area many  public relations practitioners are specializing in these days, and a sound supplement to traditional campaigns.

The article pointed out  the value of first identifying one’s goals for social media in terms of whether it is   reach, reputation or engagement.  By reputation, I’m assuming this can include reputation restoration as well. In addition, Carpenter went on to say, it is important to craft very specific objectives in terms of social media efforts. She gave concrete examples of possible goals such as  to get more social media mentions of your blog, find sources, increase readership, build reputation, find new story angles,  and so forth.  Carpener also suggested being aware of your online presence by Googling your company name and capturing screenshots of your web presence. She recommended the following resources:

 You can capture multiple sections of your results. You can also use Super Screenshot! or PDFmyurl to capture entire page. You will capture the results again when you hand in the social media assignment.

Set up Google alerts for your name (e.g., “Serena Carpenter”; “Carpenter, Serena”), company name, employees, etc. PR Sarah Evans suggested other useful tools to monitor your online presence not required for this assignment: 1) use BlogPulse Conversation Tracker feed to monitor blog comments, 2) track mentions in video with Google, 3) monitor discussions with BoardTracker, 4) and view your reputation with Quarkbase

Source: Prof. Serena Carpenter

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