Posted by: runningwinegirl | March 23, 2010

Another great #TweenPR chat on PR & Measurement

Yesterday was the fourth #TweenPR chat where pros with at least 4-8 years of experience came together to discuss this week’s topic, PR and measurement. Our lead mentor, @shonali, who moderates the #measurepr chat every other Tuesday, joined us as we began a lively discussion.

 Here are some of the key highlights:

Q1: How do you define “measureable objective”
This is a tricky question and everyone had a definition. Measurement is key when evaluating a campaign’s results. Participants defined measureable objective as markers, guidelines that are set and used to determine if goals were achieved. Participants noted these were different based on the client’s needs and the goals set forth in the campaign. It was also noted that many across all industry levels confuse measureable objective with goals.

 Star Tweets:
@shonali: Re: Q1: a “measurable objective” is a pre-defined change you want to see that is time-bound and quantifiable.
@katerobins:  a relevant marker that you can quantify at the beginning and end of a project.
@shonali: E.g.: if a goal is “lose weight,” a measurable obj might be “lose 5 lbs in 2 weeks.” That’s measurable, “lose weight” isn’t

Q2: Is there a real value in a Web site visit or Retweet if there isn’t an increase in sales for a client?
Overall everyone felt this depended on the goals and objectives laid out in the clients campaign. Participants felt there was great value in retweets if it increased brand awareness and traffic to the Web site. Education and awareness were cited as important, first steps. However most everyone agreed that some kind of outcome had to come from the retweet or Web site visits.

Star Tweets:
@tlockemy: I think there is value, you have to figure out how to convert it, how to provide the call to action to lead them to the sale
@shonali: Re: Q2, what you have to be careful of is not putting context to RTs, traffic, site visits, etc. Correlate them to outcomes
@katerobins: What’s in a RT? A cust can say “no one’s ever heard of us.” There’s “hearing” a noise, then there’s responding to a message.

Q3: Do the “tools” that measure results of Web site visits, blog analytics really work? Where does quality vs. quantity come into play?
Participants agreed that quality vs. quantity was an important issue and that it’s important to work with your clients on assuring they understand the difference between value and noise. Overall people felt different tools, depending on the client’s needs, were helpful in gauging if a campaign was working but make sure you know the goals and objectives.

Star Tweets:
@shonali: Re: Q3, sometimes I feel all the tools are “shiny new toys” in themselves. Decide your meas obj & the right tools will be clear
@tlockemy: Q3 I think some things still need to be measured by the naked eye vs. a tool, such as influence, engagement, etc

Q4: If you could create the ultimate measurement tool, what would it be?
The goal of this question was to lighten up a serious discussion and have some fun. Overall participants noted they wanted a dashboard, easily modifiable showing all relevant results for clients. Everyone wants real time information on the fly. Clearly this stumped some people but caught a lot of attention. We’d love to hear more comments from people if they have ideas on this question.

Star Tweets:
@shonali: Re: Q4, Don’t know if it’s a “tool” per se, but I want to create an easily modifiable dashboard specifically for non-profits & PR.

Star Tweet for having fun with this question goes to @P_C_M: a smart beautiful man that always tells me exactly what i want to hear (which is also always the truth).

 For those who missed this weeks #TweenPR chat, we hope you’ll join us next week – Monday at 9pm EST! We will be discussing the ABC’s of working with junior staff – Assets, Benefits and Challenges.

 If you have questions for @shonali, @nicoleprexec or @suzielin for this conversation, please email them to: Also be sure to follow us on Twitter and Facebook for updates on the chat!

 Full transcript from 3/22/10 can be found here:

 Thank you to all who participated in making this another great conversation! We are excited for next week!

 Suzie and Nicole


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