The Basics: Five Must-Have Metrics for Evaluating Your Media Presence

Posted on June 17, 2011. Filed under: Measurement | Tags: , , , |

It has been a long day. You’ve spent hours on the phone speaking to a new journalist, explaining what your organization does and its place in the industry, edited a byline for publication in your biggest trade journal, sat in on your CMO’s interview with the Big Local Paper, and circulated the review of your company’s new product to all of the senior executives. You’re just about to leave for the day, happy with your success, when your CEO knocks on the door. Great work, he says, but what does it all mean? Can you quantify it for me?

For those looking to get beyond the clip book, here are five must-have metrics that will get your measurement programs started, whether you’re benchmarking your program or evaluating a single campaign. But beware: they might just get your CEO asking for more.

Leading Journalists Writing about Energy Firms

  1. Media Share of Voice. This metric allows you to benchmark your media relations programs against those of your key competitors and understand how awareness of your brand stacks up. A bedrock of competitive media performance, it is purely quantitative and is determined by the raw number of article mentions for a competitive set of companies. 
  2. Volume Trend. This measures the frequency of your company’s mentions in the media over time, enabling you to identify whether specific campaigns or announcements had an impact on your organization’s awareness. Also a quantitative measure, it is calculated by measuring the number of mentions on each day over a specified time period (e.g. a month or a quarter). 
  3. Issue Volume Analysis. This metric demonstrates which subjects, issues, products, brands or technologies are driving industry debate and provide a key measure of performance. It can help you test current messaging and positioning strategies, and help determine which trends may influence the market in the future. 
  4. Favorability or Sentiment Analysis. This qualitative metric evaluates the frequency of positive, negative and neutral mentions in the media. It can help you assess the level of interest in your brand or campaign and the believability of messaging points.
  5. Leading Journalists. This metric ranks the journalists or bloggers who are writing the most frequently about your brand or topic. With it, you can identify both new contacts and focus on those who give you the most press.

Diane Thieke is Marketing Director at Dow Jones.

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How Well Does The PR Industry Promote Itself In Asia Pacific?

Posted on May 4, 2011. Filed under: Measurement, Public Relations | Tags: , , |

Dow Jones Insight Analysis Ranks Coverage of Large Agencies Across The Region

How effective are the region’s leading public relations firms at promoting and managing their own brands? Using the Dow Jones Insight media analysis tool, Dow Jones measured the media coverage of the world’s public relations firms, compiling a list of the large firms that generated the most media attention in Asia Pacific for the past 12 month of April 2010 to March 2011. Of the firms examined in the region, Burson-Marsteller, Hill & Knowlton and Ogilvy PR drew top media coverage volumes. This analysis measured large PR firms’ coverage in traditional media outlets.

Interestingly, out of these top three only Ogilvy got awarded by The Holmes Report’s recent Agency-of-the-Year ranking – in the “Digital Consultancy of the Year” category.

 Asia Top Three: Burson Marsteller, Hill & Knowlton and Ogilvy

Dow Jones designated firms with more than $50 million in annual fee income as large. For this first-of-its-kind analysis, Dow Jones Insight compared English media coverage for the key Asia Pacific markets Australia, Hong Kong, China, Taiwan, Japan, Korea, India, Singapore, Malaysia in the past 12 months. Solely negative, issue-related media coverage was excluded.

Lars Voedisch is a media consultant based in Singapore.

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Rules of Engagement – how to get your organization social-media-ready

Posted on March 14, 2011. Filed under: Social Media | Tags: , , , , , |

Facebook is the largest social network globally – so that’s where your company has to be. And quickly add Twitter as well as everybody is talking about it. Come on, rush out and set up a page! Or not?

One of the biggest mistakes companies do when it comes to social media, is to rush in without a clear objective and combined with that not understanding their respective social media universe. So while Facebook might be the right bet for some, for others it could be specialist blogs, topical forums or starting with getting your corporate website up to speed. Your multiple online presences have to be carefully chosen after getting to know where your target audiences really are – which is a given for the traditional media landscape: or would you try to reach customers of high-voltage switch boxes in a teenage fashion magazine?

Hence, a sincere social media audit is the first step of any engagement or outreach programme: Where are relevant conversations happening? This means not only to look out for your brand and competitor mentions, but even more: where are people talking about topics that are relevant to your business? E.g. when you are selling life insurances, you would find many related discussions in online forums of soon-to-be parents who are thinking to safeguard their offspring.

So after starting with monitoring your social media environment, the next step would be to analyse more in-depth the kind of conversations, their tonality, topics, issue etc. before actively engaging.

When you do this, you might be surprised, how many of your own employees are already active in the social media space. Are you actually encouraging them to be brand ambassadors or do you have guidelines that rather want to limit their social media engagement? Unfortunately, too many social media guidelines are written like a penal code and – similar to employee handbooks – are never read beyond the cover page.

It drills down to the overarching question: What is your organization’s objective to achieve in and with social media? And as a consequence of this: who in your organization should be involved in your online strategy: Is it just Marketing or PR? Or should HR take a lead? What’s IT’s role in this?

While you might still be wondering which approach might be the right for your company, rest assured that your stakeholders are already discussing your brand, your products, your industry – maybe without you.

Do you know where to find them?

Lars Voedisch is a Dow Jones media consultant based in the Asia Pacific region. He can be followed on Twitter at @larsv and @dowjonesinsight.

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