CIPR Social Media Measurement Guide

“Social media is having a profound impact on PR practice and how we influence, communicate and engage with our publics, internally and externally. The challenge for PR practitioners is being able to identify, track and analyse the thousands of conversations, tweets, posts, comments and other content about organisations, the issues that impact them, and their markets, competitors, products or services.

“But it is not just about tracking, or trying to understand how influential a particular commentator or participant is.

“It is about identifying what conversations the organisation should participate in (or initiate) and understanding how all of these interactions and mentions (the ‘outputs’) impact the organisation. In other words, what impact (outcomes) do these outputs have on the organisation’s goals?”

Source: CIPR website
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University of Sunderland
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