One major advantage that the social media offers to public relations is that it lets you measure your online PR efforts. You can find out whether your online PR efforts are working or not. You can know how impactful they are and figure out whether they are being successful or why they are failing? This can be done with the help of various social media measurement tools. In this post, I will focus on five important ones that can help you help you quantify the outcome of your online PR efforts.
1. Google alerts
Google alerts lets you track mentions across social media about your company or brand. You can then conduct a qualitative analysis of the way in which your brand has been mentioned. Setting up Google alerts for you as well as your competitors can help you understand how well are you doing as against your competitors on social media. This tool will let you figure out whether the tone for your brand mentions is positive or negative.
If you want to measure social media’s ability to build engagement and reputation then HootSuite Pro will let you do that. It gives you analytical reports to show this. It will also help you to track the reach and impact of your online PR campaigns. Thus helping you know how effective they are. The following image shows a sample of reports provided by HootSuite:
Klout gives you “Klout Score”, a number between 1 and 100 which indicates how influential you are across social media. If you want to measure the online presence of your bloggers or if you want to know how much influential they are on social media then their “Klout Score” is what you should be looking at. This image shows Red Bull’s top 10 influencers according to their “Klout Scores”.
4. Facebook Insights
Facebook Insights can give you an idea about your reach to your fans on Facebook. It can help you measure the level of your interactions with your fans. You can also evaluate how effectively your brand is engaging with its Facebook fans with the help of Facebook Insights. The following image shows how Facebook insights give data about how much of your content was shared and what was the feedback for it.
5. Google analytics
Google Analytics will help you track how are visitors to your site finding you online? You can know how they came across your press release. You can measure how much traffic is being generated by you through Facebook and Twitter with the help of this tool. Take a look at this dashboard of Google Analytics which represents statistics about site traffic sources, site usage, etc.
The importance of using social media as a tool of public relations has increased and so have everyone’s expectations for its impact increased. With the help of above mentioned tools you can prove the value of your PR efforts on social media. They will help you know where you are going wrong and thus allow you to make instant changes to make the most out of your efforts!
Are there any more tools that you know which can help measure PR on social media?