Chapter 18. A New Guide to Metrics
How do we measure the effectiveness of PR today? How do we define success in the new world of socialized communications? How does any of this “social” activity affect objectives and contribute to the bottom line? These questions should sound very familiar.
In our experience, executives don’t believe that the changes in our PR approach and the advent of Social Media will measurably change sales and marketing efforts that serve as the lifeblood for any business—a narrow outlook of socialized PR and community participation. They believe that no matter how much they invest in developing relationships with peers and influencers, they can never monetize the process of engagement.
This book won’t make ...
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