As the month draws to a close, we look back on some of our favourite PR and social measurement and media intelligence moments from May.
1. Influencers influence (or do they?)
Influencers seemed to take over the month. According to a study from Twitter “influencers influence”. But, the Measurement Practice dug a little deeper to find that was not what the data was telling us. Meanwhile, overspending on influencers was uncovered in “confessions of a social media exec on influencer marketing” and amid a flurry of anti-influencer posts, Gawker stated that “influencer is a fake job”.
Take note PR and digital pros: the need to prove the ROI on influencers is not going anywhere. As with all communication channels, PR & digital leads must prove that the selected influencers helped their own organisation meet its objectives.
Brandwatch’s Now You Know 2016 took place in Chicago on May 10 & 11. The conference was a first for Brandwatch and brought together a host of experts, end-users and Brandwatch employees to talk social media. Catch-up on the live-feeds of day one and day two.
3. The future of measurement depends on the future of PR
Michael Ziviani’s post for the IPR outlined the challenges and opportunities of the future of PR. The Precise Value CEO remarked that the “merging of Advertising, Social, and PR will continue to gather pace. Integration is here and is changing the communication landscape. Previously distinct silos are merging and evidence is mounting that most audiences cannot separate platform influence.”
4. Burton-Taylor: media intelligence industry valued at $2.99bn
The annual Burton-Taylor report into spending on media intelligence information and software solutions for public relations professionals reported that the industry grew by 5.50% in 2015 to USD2.99 billion.
According to Burton-Taylor’s press release, “Social Media management solutions and tools for Media Analysis led growth”, says Douglas B Taylor, Founder & Managing Partner of Burton-Taylor. “This is an expanding industry, though currency had a significant impact on 2015 numbers, notably for Media Monitoring, Contact Management and Press Release Distribution”, Taylor said. “The strength of the US Dollar robbed the market of as much as 7.00% of growth.”
Catch-up on our review of the report.
5. De Lange Analytics launched
Bright new voices and enquiring minds is always a bonus for any industry, including PR measurement, so it is always a thrill to find new organisations being launched. De Lange Analytics is an independent full-service communications research and analytics agency. The group works across research disciplines to source the best data and insight to answer client questions.
The new consultancy comes from Rayna de Lange. A founder of Perceptica Media Analytics and head of the global media evaluation business at A Data Pro, Rayna is a strong advocate for intelligent PR measurement. In addition to her previous roles, Rayna is a member of AMEC’s Social Media Measurement group and supported AMEC’s College and Education group.
Be sure to visit the De Lange Analytics site to learn more.
6. Hacks & Flacks takes on Measurement
Holmes Report’s Echo Chamber hosted the Hacks & Flacks podcast from its podcast partner March Communications. This edition featured Katie Delahaye Paine, who explains how to create a culture of measurement within a PR agency her perspective on the tech businesses use to monitor and measure their work. Listen here:
7. A fresh take on measurement
Obviously, we are fans of PR measurement here at PR Measured. So, it will not come as much of a surprise to tell you that we enjoyed Catherine Arrow’s 31/2 minute video guide on measurement. Follow @caanz for more videos and insight from New Zealand.