By: Azasyazana binti Azizan 2009698944
This article is about how to measure the impact of social media on public relations. As we all know, there are rapid development of new media in all field around the world. Almost every company have their own websites or blogs and any other social accounts in order to extend their connections with external public instead of internal public. They use these social media to reach their target audiences more effectively. A part from that, social media help a lot and provide further information globally. It is nowadays become significance especially for public relations. The public relations professionals have a tremendous opportunity to . As social media sites become the source for news and breaking stories, marketers are seeing media coverage spread more rapidly than ever before.
The best way to show the impact is to . This can be accomplished by utilizing a few standard public relations, online advertising, search engine optimization and website metrics that can be combined to .
Six ways to track the impact of social media on public relations have been determined in order to or they can be used across several marketing channels to.
First and foremost is cost per impression. Social media helps to and has a tremendous impact on the number of impressions that are generated for PR stories. Therefore, when , a compelling case for why social media efforts are crucial to the strategies can be determined. The second way is cost per engagement. Engagement is the one thing at which social media continues to beat every other marketing platform, time and time again. It’s almost unfair to compare social media engagement against other channels, because . The a with the content and to . The third way is Cost per Click. Public relations can drive users to click on links that are shared through social media channels. It can be difficult to figure out the number of clicks generated from links shared by third parties, but you can by using the stats from your URL shortener. The number four is through Cost per Site Visitor. Due to the nature of online sharing, it is common to see a spike in website traffic that surrounds PR outreach. Considering that companies pay a lot for online advertising to get visitors to their site, not measuring the cost per site visitor across channels is a missed opportunity to . Next is Cost per Inbound Link. While more companies strive to improve their search engine rankings, more public relations professionals are being asked to request “” in media articles. These backlinks . Last but not least is Cost per Subscriber. When visitors make it to your website, it’s important to . More and more companies are looking for ways to who have provided their email address, allowing an additional opportunity for follow-up marketing efforts. Therefore, consider comparing the cost per subscriber across all of your marketing channels to .
As a conclusion, these metrics are not traditional public relations metrics, but rather it can be utilized to which will show how social media and public relations efforts complement each other and deliver inexpensive results. The results tend to be inexpensive because the incremental spend to capitalize on social media is usually very small.