Social media measurement can be fairly simple or highly complex depending on one’s organizational goals and objectives. But with hundreds of tools, thousands of metrics and all too many self-identified measurement gurus, public relations professionals are struggling through a maze of options, unsure of which really matter. This paper combines a review of some key literature surrounding social media measurement, provides updates on industry standard-setting bodies, and provides an Eight-Step Social Media Measurement Process as a place to start. The process utilizes the International Association for the Measurement and Evaluation of Communication’s (AMEC; www.amecorg.com) new Valid Metrics Framework (see also Daniels, 2012) and includes a generous Appendix of tools and resources.
8 thoughts on “Social Media Measurement: A Step-By-Step Approach”
Nice work, Angela. I’ve written a review at The Measurement Standard: http://tinyurl.com/okoov3z
Barbara and Marmie – many thanks for your wonderful comments! Makes those long nights and weekends of poring through documents worth the effort!!
Thanks, Angela, for this investment of time and knowledge, so that your fellow public relations practitioners have this valuable resource to inform our social media analysis.
Angie, I stand in awe! You never cease to come up with something new and highly useful. Congratulations and thank you.
Oops – Deborah – didn’t see your comment before I hit “post!” Thank you for your wonderful remarks! So glad you found the paper readable. Best, Angie
I am honored by Dr. Tom Watson’s endorsement above, and that the IPR has published this paper, which was the result of the 8-month journey I took to better understand social media measurement. After waking up one morning about two years ago, and realizing I was out of touch on this emerging discipline, I “went to school.” Books, white papers, articles, conferences … all to understand, for myself, how it all fit together.
Initially, I wrote the paper for my own education, and then realized it might be helpful for others who were exhausted by the “measure this, measure that” advice from self-appointed gurus. The paper has been through heavy revisions and edits, and great input from my IPR colleagues. This is but a step on my journey, and the paper will be updated as the industry mandates changes. But, I earnestly hope it is of help to others who may feel out of touch.
I’ve just read this guide to social media measurement – and decided to make it required reading for my graduate PR students and seniors in my PR Campaigns classes this fall. I’m also recommending it to the PRSA practitioners who will attend my PR Measurement workshop in August. It’s very readable and helpful to practitioners, scholars and students.
This guide to Social Media Measurement is a valuable addition to practitioner-focused literature in this evolving field. Angela Jeffrey, a real expert in PR measurement and evaluation, has not only prepared a very readable guide for all PR professionals, with its focus on objective-setting and outcome judgment, but has produced a valuable resources document of enduring value. Now, with this step-by-step guide, everyone can become a very competent planner, user and analyst of social media.
Endorsement by Prof Tom Watson, Bournemouth University, UK; Co-author of Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation