12. Business Goals
Business Objectives
Social Media Goals
Social Media Objectives
Social Media Strategy
Social Media Tactics
The right tools
& services
18. 5 social media tips to take away
• Insist on the right language
• Be wary of automation
• Monitor and measure appropriately
• Focus on metrics that matter
• Social media measurement needs more
than just
19. And 3 for PR Measurement
• Tie measurement back to objectives.
Otherwise you're not measuring, you're
just monitoring
• An objective that is not measurable and
has no time-frame is just a wish
• Use PR metrics to inspire
- not (just) to justify
20. Please keep in touch…
@richardbagnall
richard.bagnall@gorkana.com
www.linkedin.com/in/richardbagnall
www.gorkana.com/measurement-matters
www.facebook.com/metricameasures
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Notes de l'éditeur
IntroBegan career in PR in very late 80sIn house, PR agencyRB, ex MD Metrica, now insight & analytics at Gorkana Group.Database, monitoring, measurement, Social media tooChair of AMEC group looking at measurement standardsWrote chapter on CIPR book about to be Published – hence my invite here – discuss the content of the chapter
Used to be simple!120 years press clipping innovation! 1880 – 2000!And the press clippings fed into the measurement businessNext – sack of mail slide
As a measurement company – pride at first sack of mailA metric of our own successAnecdote – photocopier story 108%Truth was that measurement was pretty basic. As an industry basically stuck measuring outputsNext: recap on what I mean by outputs