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...“Social media doesn’t change good PR measurement practices, although it may add to the complexity. The same principles you learned about outcomes (quantifiable change in attitude or behavior) vs. outputs (the tangible elements in your campaign) and the outtakes (the key messages you want your audience to take away) still hold true.” Except now, as the Master of the Metrics you have many more metrics to benchmark and levels of engagement to report. And, as the Chart of Responsibilities illustrates below, there are new practices to learn and embrace, from creating measureable social media objectives to tracking the appropriate metrics over time and clearly communicating the ROI and impact of your program....
