One of the more intimate and personal of the session formats, the Public Relations Research Showcase Presentations, allowed participants to sit at eight-person tables with each presenter. After a brief discussion of the topic, participants could interact and discuss the topic with the speakers. However, after 20 minutes you had to move on to the next table. So you got a lot of information and fast, but direct contact with the presenter.
The key takeaways from four of the five tables are outlined below as well as could be gathered in 20 minutes.
Are We Engaged Yet? A proposed framework for measuring engagement in social networks.
Katie Delahaye Paine of KDPaine and Partners
Because traditional web metrics (hits, visits, trackbacks) have little to do with what people want to know about their efforts in social media, social media and public relations measurement professionals have to find ways to dig deeper into the numbers. Ultimately, there are three fundamental things companies use social media for:
- To Sell Something
These metrics are easy. How many conversions, downloads, leads from email opt-ins, etc., did I get
- To enhance branding or build buzz
This is essentially measured by traditional Website metrics since what you’re ultimately looking for is an increased number of eyeballs exposed to your messaging or Website.
- To influence an agenda or position the company as a thought leader
Measurement for this can include traditional metrics, like those listed in No. 2, but is more stealthy measured in the results of the agenda influence and surveys of the target audience using traditional research methods.
The most important measurement in the later two is influence which is most clearly represented in engagement. The most clear representation of engagement in social media is the number and quality of comments on a given piece of content. This is even more accurate than influencer scores.