Communications activity measurement

Kate O'Sullivan is MD at ADPR Kate O'Sullivan is MD at ADPR

One hot topic is how to tackle evaluation and measurement of campaigns, writes Kate O'Sullivan.

Any comms pro worth their salt will measure the effect on outcomes rather than measuring outputs, with objectives aligned to an organisation’s business goals.

Social media measurement tools have evolved and whilst there is value in analysing a brand’s awareness through the number of likes, comments, retweets and shares a certain post or tweet gets, the real mileage is measuring how likes and shares turn into sales.

Measuring web traffic before and after launching a campaign can help determine its success. Visitor numbers tell part of the story, but web traffic should be drilled down to ensure a target audience is reached by evaluating demographics. Another important web metric is goal conversions, whether this be subscribing or completing an e-commerce transaction, goals enable you to track ROI.

With Google assigning greater value to legitimate backlinks from authoritative sources, the role of PR is key to obtain these through innovative and engaging content. The measurement of backlinks is a good metric in understanding whether an audience finds content relevant, useful and valuable.

Monitoring a brand’s coverage across media channels is integral to evaluating a campaign’s success. Some metrics to achieve this include the number of articles secured in target titles and audience reached. It is also key to look at qualitative outcomes such as key messages and the tone of the article.

Ultimately, measuring the effectiveness of communications activity stems from having solid objectives and KPIs set out and agreed at the beginning, from which success can be measured.

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