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Question: How should I measure online pr? I am trying to write my objectives for a marketing campaign.
Smart Insights Expert Answer: Thanks for your question - it's good to see you're going for SMART objectives...
While you may not be able to set specific goals for these, it's worth stating in the plan what you will be measuring, since then you can make sure you're tracking these measures and start to build up a library of the PR or buzz effectiveness of campaigns.
As for any goal-setting and measurement you can't stress enough how having clear goals (business specific) is the key, and that those goals are aligned to commercials.
I think it's always to break down campaign measures into goals of volume, quality and cost so for PR, the type of measures to consider are:
It's good to normalise the cost of your PR or link-building activities so you know the bang you get for your buck in future
Recommend setting goals for E-PR campaign of nMentions, Reach and Quality of Mentions, n,Q Backlinks and +IVE Sentiment
I hope that helps, good luck for your campaign. We also have these articles which may help with your campaign:
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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