New Metrics for PR 2.0

Accurately measuring the reward for our engagement is somewhat the holy grail of PR 2.0. The Social Web has both complicated and broadened our quest. It has introduced new ROI metrics, extended our options, and reset our expectations. To measure success, we must determine what success looks like in this new environment. For example, expecting PR 2.0 to result in direct sales (and thus pay for itself) is unrealistic. To gauge PR 2.0 success, we want to focus on momentum, in real time, and demonstrate what’s working. By actively listening and continually “taking the temperature” of our various engagements, we can learn how to do things better in both the short and long terms.

Interactive marketing and Web marketers have often experimented with new methodologies and practices to measure the success of their work. We can learn much from these disciplines while also applying real-world experience that we gain through personal engagement. With PR 2.0, we can analyze, measure, and amend campaigns and long-term PR and relationship-building programs in real time. Using the same tools for measuring as we do for listening, we can track and record progress—real-world effects on market behavior. We can also respond to misperceptions or negative feedback immediately to reduce the likelihood of criticism-based flare-ups.