Learning to measure and measuring to learn

The CIPR is in the process of updating its research, measurement and evaluation guidelines (PDF). The current edition is dated March 2011 and harks back to when I used to chair the CIPR's measurement deliberations; the current initiative is being led by Matt McKay and Martin Turner. Here's a short but important extract from the […]

CIPR social media measurement guidance

The AVE (advertising value equivalence) approach to PR measurement and evaluation was simple. And utterly wrong. It’s a specious sum based on false assumptions using an unfounded multiplier and only addressing a fraction of the PR domain – a greater waste of time and effort you couldn’t hope to find. Measurement and evaluation is essential, […]

The Social Web Analytics eBook 2008

Social Web Analytics (SWA) is the application of search, indexing, semantic analysis and business intelligence technologies to the task of identifying, tracking, listening to and participating in the distributed conversations about a particular brand, product or issue, with emphasis on quantifying the trend in each conversation's sentiment and influence. The advent of SWA is a […]

Does your campaign measure up to search?

The evaluation of PR campaign effectiveness is controversial. Forget for a moment the inadequate practitioners that insist all PR must have a benefit so better just get on with it than devote energy to measuring it, and you're left with an array of evaluation processes as diverse as the number of agencies. Return on investment […]