New Technology and PR
Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes
A Methodological Approach
February 2010 – For some time, communications teams have been measuring PR ROI through outputs, such as media coverage volume, coverage sentiment, and share of voice, rather than business outcomes. With the relatively recent developments in web analytics, organizations are now able to directly measure how prospects and customers find information that lead them to a brand’s web site or other digital assets -whether through search, paid media or earned media. As a result, it is becoming possible for organizations to identify which types of channel drive the most value across all media, not only paid media. This paper focuses ...
How to Measure Social Media Relations
The More Things Change, the More They Remain the Same
April 2007 – Most PR people envision the blogosphere as yet another new medium to address, a new way to scream more loudly at their stakeholders. In fact, PR people need to completely rethink their approach from pitching to engaging in “Naked Conversations.” People now have access to so much content, and have so many ways to gather news and information, that the likelihood of your corporate message penetrating through the clutter is virtually nil. Instead, if you engage the audience in a conversation and learn what the social community is looking for, ...
A Primer in Internet Audience Measurement
2004 – There is a growing trend toward people using the Internet to get their news and to investigate particular issues and organizations. After reading this paper you will be able to evaluate the offerings of the various commercial services that have begun providing data on Internet audiences. You will understand the jargon and how Internet measurement terms relate to the traditional media measurement terms that you probably already know. Armed with this knowledge, you will be able to make a first cut at determining which sites to monitor and analyze.
Corporate Communications Policy Concerning The Internet
This study examined corporate communications policy concerning the Internet and interactive media through a mail questionnaire survey of 236 of the nation’s most senior-level public relations and corporate communications officers.
An Analysis of the Increasing Importance of the Role of the Receiver in the Communication Process
Is this the death of the grapevine? This paper examines changes in employee communication due to interactive technologies that allow employees to take control of both media and message selection. The author has conducted a decade-long trend study based on interviews with plant employees of a large, international manufacturing company. Internal email and the company’s internet and intranet websites have now become the most frequently used as well as the most credible source of company information, beating out print publications, bulletins, union information, and the local news media. Even rumors and the grapevine ...
Corporate America Behind the Curve
Makovsky 2006 State of Corporate Blogging Survey
While the credibility of corporate blogs – whether sanctioned by the company or written by others – is growing, executives at top companies have been slow to come to grips with their importance in building a dialogue with customers and other stakeholders, including critics, according to the Makovsky 2006 State of Corporate Blogging Survey, conducted in February and released in May 2006. The study – a national telephone survey of 150 senior executives (directors and above) of a cross-section of Fortune 1000 companies – was commissioned by Makovsky + Company, and conducted ...
An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice
Using their previous research as a foundation for their newest study, Wright and Hinson examine the continuing impact social media are having on public relations practice. They find these new technologies are dramatically changing public relations and the way it is practiced. Results of this year’s research show considerably more agreement in some areas than was the case in previous years. Findings show that traditional news media receive higher scores than blogs and social media in terms of accuracy, credibility, telling the truth and being ethical.
Integrating Emotion and the Theory of Planned Behavior to Explain Consumers’ Activism in the Internet Web Site
The present research integrates core aspects of anger activism theory (AAM) with the theory of planned behavior to investigate factors influencing online activism in a Web site. The findings of online survey of the members of an activism Web site suggest that adding emotion in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory.
Can You See the Writing on My Wall? A Content Analysis of the Fortune 50′s Facebook Social Networking Sites
A content analysis of the Fortune 100 official corporate Facebook sites will be conducted. Variables to be coded include the top five Facebook sites devoted to the company, tone, number of fans, purpose of the site, mentions of social responsibility, links, wall postings and social media links. Last, a survey will be sent to the administrators of the site regarding their responsibilities in managing the site
How to Set Benchmarks in Social Media: Exploratory Research for Social Media, Lessons Learned
Much has been proposed as far as metrics and standards for measurement, but for the vast majority of organizations, the answer has been “it depends”. During the past year KDPaine & Partners has conducted half a dozen benchmark reputation studies and established a standard methodology and schema to assess and measure its position in social media.
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