Sending out a message or creating a campaign is just part of public relations. The important bit is knowing what the audience response is as a result of the PR activity. At the end of the day if your product isn’t being bought or the publics are acting in the desired way, then your message or campaign clearly isn’t working. So, knowing what the different responses are and measuring those responses can provide valuable evaluative material at the end of a campaign.
Audience responses vary dramatically from written letters and emails to the organisation to blog posts and mentions, reviews and sharing. Then there’s all the social network responses like retweeting, commenting, G+ 1’ing’, posting and reposting, liking and friending! Keeping on top off all the responses isn’t easy. But it is important to know how they relate to your campaign. For example if someone starts tweeting about your new product, how many people are likely to see that tweet and retweet it. How many people are likely to see those tweets and so on… Of course, sentiment is key here too – you need to be able to identify whether the responses are negative or positive in order to draw conclusions and make developments and suggestions for future campaigns.
So how do you keep on top of it all and measure it in some way? Other than paying someone to do all the hard work and collating it, it isn’t easy and there doesn’t seem to be much in the way of online services which will help you either. However, measuring social media can be done through several tools (which I analysed in a previous post) many of these online tools will rake through the internet for your key terms and collate all the information including sentiment and influence. Some tools are better than others, but those that cover blogs and all the social networks will be really valuable in measuring audience response. At the end of the campaign you can create reports and graphs with all your data in one place! For audience responses that aren’t online… well that’s down to you to collate and analyse for positive/negative feedback and value.