Reach

  Metric name Reach Standards area Social media measurement Metric description and application. The question that this metric answers. Reach addresses the question of how many individuals might have been able to see, read, or hear a communications item. “Reach represents the total number of unique people who had an opportunity to see an ‘item’ or […]

Mention

Metric name Mention Standards area Social media measurement Metric description and application. The question that this metric answers. “A mention refers to a specific reference in an item of a brand, organization, campaign, or other entity that is being measured or analyzed.” (http://www.smmstandards.com) Status This interim standard was developed by the Social Media Measurement Standards […]

Item for Media Analysis

Metric name Item for Media Analysis Standards area Social media measurement Metric description and application. The question that this metric answers. “An item of content is a post, micro-post, article, or other instance appearing for the first time in a digital medium.”  An item is the basic unit of analysis used in content analysis. Status This […]

Impressions

Metric name Impressions Standards area Social media measurement Metric description and application. The question that this metric answers.  Impressions addresses the question of how many individuals who may have viewed or been exposed to an item. “Impressions represent the number of times an item was displayed.” (http://www.smmstandards.com)     Status This interim standard was developed by the Social Media Measurement […]

Engagement

Metric name Engagement Standards area Social media measurement Metric description and application. The question that this metric answers. Engagement addresses the question of how many individuals were exposed to an item and then took some additional action. “Engagement is defined as some action beyond exposure and implies an interaction between two or more parties. Social […]

Knowledge

  Metric name Knowledge Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application “The most basic and fundamental challenge in assuring the effectiveness of public relations is exposure of key messages about the brand, product, issue, or topic to the target audience. Many of these […]

Interest and Relevance

  Metric name Interest and relevance Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application “These measures constitute direct questions about interest in the brand, product, service, issue, or topic as well as broader measures that examine how they are perceived by the target audience. […]

Relationship

Metric name Relationship Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application From Michaelson and Stacks, 2011: “Supplementing this overall or global question [about interest and relevance] is a series of statements that measure the relationship that the target audience has with the brand, product, […]

Intent: preference

Metric name Intent: preference Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application Intent covers a broad range of measures. It is an attitudinal measure not behavioral and typically includes preference for a brand, product, service, issue, or topic, as well as intent to take […]

Intent to take a specific action

Metric name Intent to take a specific action Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application Intent to take a specified action, however, differs considerably from overall preference (see Table 6). Members of a target audience may prefer one brand, product or service over […]

Advocacy

Metric name Advocacy Standards area Communications lifecycle (awareness, knowledge, Interest and relevance, relationship, intent and preference, and advocacy) Metric description and application “Public relations often differs from other forms of marketing communication because the end result of a communication program is not necessarily the sale of products or services . One of the key measures […]

GE’s 15-Year Journey: Using Research to Protect Reputation, Enhance Culture and Drive Change

Sharing his journey in understanding the value and role of research as an underutilized source of learning, IPR Treasurer Gary Sheffer, vice president, communications and public affairs for General Electric,  gave the opening keynote presentation at the PRSA and PRIME Research Strategic Corporate Communications and Research Conference in New York City on May 15-16. “We […]