The Six Phases of PR Engagement

A couple of weeks ago I hosted a social media monitoring conference in Boston. As always, there was a heavy emphasis on PR monitoring and measurement.

We were lucky enough to have Katie Delayhaye Paine, aka the Queen of Measurement, as the keynote. She reiterated her belief that AVE (ad value equivalency) the traditional method of measuring PR value, has been made redundant by social media. In her view and, indeed, that of the majority of PR execs present, engagement is the new currency of social PR.

Now, engagement is evidently a tricky concept and measuring it requires some discipline. Katie recommends creating an Engagement Index (in Katie’s case, a Kick-ass Engagement Index) which is unique to your organisation and goals. This makes sense, but what should you class as engagement? She offered a sliding scale showing different forms of engagement, with their relative value – shown above.

I find this a useful approach – but I know it doesn’t work for everyone. I’d welcome any feedback you have on improving this.

You can view Katie’s full presentation here (listed under Oct 6th called “Are we Engaged Yet?”)If you’re interested in PR measurement – Monitoring Social Media New York is on Thurs/Fri this week and Monitoring Social Media London is taking place on 22nd Nov.

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