Chapter 17 Real-Time Public Relations

This chapter made a big impact in our class discussion and students had many different examples to share that related to the text.

In our class discussion of what measurement tools to use in an organization/company to calculate the positive, negative and neutral comments on social media sites about different brands and products. The class was broken up into groups of two’s and we were to come up with different tools/ways to measure the progress of social media. Some groups discussed different measurement tool sites that are made for companies to track the progress on social media, some of them were; Tweetreach, Hootsuite, Google Analytics, and How Sociable. These¬† Free Social Media Monitoring Tools¬† are free and low cost that companies and businesses can use to measure their social media activity. It also teaches you ways to increase in brand mentions, the number of conversions directly related to social media efforts and the growth rate of your online community. Businesses should know what they are measuring and why when choosing your social media monitoring tools.

With knowing all of this and monitoring the activity going on on your social media sites it is also VERY important to…..

  • (re)connect PR to the business
  • invest in knowledge, skills and policies
  • define analytic and workflow
  • an appropriate culture
  • rigorous measurement and evaluation.

These points are all essentials to what real-time PR success requires.

In my group we brought up a way to measure a companies product/campaign social media success by measuring time. By comparing your increase and decrease at an earlier time to now. And Gina mentioned how time can be measured in weeks, or even days. Lastly another way to measure social media success would be comparing products/campaigns. This can be done by comparing one product to a newer product and measuring the increase/decrease of one to the other. This helps the company to determine what direction to continue in.