What, exactly, is the value of social?

Wed, 29 May 2013 00:00:00 +0000

The past several months have been hectic for the steering teams at AMEC and The Conclave ahead of the AMEC European Summit in Madrid, 5th - 7th June. We’ve been trying to pull together a cohesive and cogent set of definitions for social media measurement, and my last post described just one such workstream, on defining influence .

It’s gone very well so far I think, not least due to the earnest leadership from people like Barry Leggetter, Katie Delahaye Paine, Richard Bagnall and David Rockland. So well in fact that we’re now left training our attention on perhaps the biggest question of them all: What’s the value to my organization of doing all this stuff?

CIPR social media measurement guidance

Tue, 29 Mar 2011 00:00:00 +0000

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, but requires real strategic understanding, diligence and perseverance. For me, it represents yet another distinction between the 21st Century PR professional and the 20th Century practitioner.

Social-Media-Measurement on Philip Sheldrake

What, exactly, is the value of social?

CIPR social media measurement guidance