Ever since social media emerged as a significant part of the communications and marketing mix, discussion has centered around developing standards for measurement with no clear consensus. Meanwhile, the number of blogs, social networks and other channels of social media continue to proliferate. Organizations are increasingly looking for metrics to apply to their social media efforts to help determine what is working, not working, and how best to spend communication budgets.
During the past year, KDPaine & Partners has conducted six benchmark reputation studies for a variety of organizations including institutions of higher education, nonprofits, business-to-business and business-to-consumer organizations. These studies resulted in a standard methodology that can be used by any organization to assess and measure its position in social media. This session will address the research methodology, data collection and procedures created to determine a standard methodology for measurement of social media. Further discussions will reveal how organizations are using these benchmarks to create and improve their own communication programs.
Attenders will learn about:
- Old rules, new rulers - how to apply what you already know to the new world of metrics
- Lessons learned from failures and successes - the challenge of collection and the importance of consistency in coding and definitions
- Establishing standards across channels from Flickr and YouTube to Facebook and Fark
- Newly created benchmarks that anyone can use
- Putting the data to work and continuously improving your programs
- Integrating social media with traditional media measurement programs
This seminar is for communication, PR and marketing staff and consultants who are tasked with social media communication and want to measure the results of their communication efforts in this medium.
About the Presenter
Katie Delahaye Paine is the founder and CEO of KDPaine & Partners LLC, a research consultancy that provides measurement and accountability for corporations, nonprofits and government agencies worldwide. Paine works with some of the world's most admired companies and organizations including Raytheon, MADD National and Juniper Networks to provide marketers and communication professionals with the tools, data and information to help them make better business decisions.
Recently named one of PR Week's 2008 Power Players for her advocacy of public relations measurement, Paine is the publisher of KDPaine's Measurement Blog and The Measurement Standard, the first blog and the first newsletter for marketing and communications professionals dedicated entirely to measurement and accountability. She writes a regular column for PR News on corporate image and crisis communication and contributes to Communication World, PR Week, Business Marketing and New Hampshire Magazine. She also authored the book, Measuring Public Relationships: The Data-Driven Communicator's Guide to Success.
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