Tone or Sentiment — The New PR Standards
If you are still wading through a sea of analytics and wondering if it is really possible to measure social media and digital PR, you should be reading Katie Paine’s Measurement Standard.
“The State of Measurement Standards January 2013: It’s a Bridge, it’s a Bridge!” lays out some measurements we should all have down pat. And it is not AVEs!
- Awareness It’s measured by surveys, not by counting impressions.
- Impressions A.k.a. Opportunities To See, are based in the total audited circulation as opposed to reach which is the percentage of people in your target audience that are reached. See Sidebar below.
- Tone and Sentiment Measures how a target audience is likely to feel about the individual, company, product, or topic after reading/viewing/listening to the item. See Sidebar below.
- Items to be included in analysis (do not include press releases) defines mentions (you can have multiple mentions in a single item). See Sidebar below.
There is a wealth of information in these sidebars.
Image courtesy Flickr Ktow