A couple of years ago, I wrote that with so much BS in measurement (particularly in social media) that I was wearying of the chase. Now I’m more hopeful, not because there’s less BS, but because people are getting a bit more wise to it.
Here are three reasons why I’m feeling good about measurement:
1. The social media measurement standards coalition: There now is a document outlining professional standards for measurement in social media! Thanks to MANY people — Katie Paine at the top of the list — and the Institute for Public Relations (IPR), Council of PR Firms (CPRF) and the International Association for Measurement and Evaluation of Communication (AMEC) — and the #SMMStandards Conclave, plus the International Association of Business Communicators (IABC), Public Relations Society of America (PRSA), Chartered Institute of PR (CIPR), Federation Internationale des Bureaux d’Extraits de Presse (FIBEP), Global Alliance for Public Relations and Communications Management, Society for New Communications Research (SNCR), Digital Analytics Association (DAA) and Word of Mouth Marketing Association (WOMMA).
2. PRSA’s “value of public relations” project: David Rockland of Ketchum spearheaded the effort to enlist the U.S.’s main professional association for PR, and the academic community, in a conversation about the value that public relations brings and how to prove it effectively. The very conversation was off limits when I joined the PR measurement world just 9 (!) short years ago. Goodness.
3. Classes in Measurement making it into college PR programs: I built a Measurement/ROI class for Kent State in 2011, and have taught it now three times for grad students in-person, and twice in the online masters’ program there. People who take this class have better, deeper, more cogent and more effective final projects than those who don’t, according to the school. Strategic thinking and planning changes among these minds as a consequence of taking merely an intro course in measurement. These are the future leaders of our profession, and among the greatest achievements in my professional life is contributing that class to the curriculum.
I’m more hopeful now, even amid the continuing battle for social media’s soul between the “marketers” and other communicators, than I’ve been in years! How about you?