From a terrific post on public relations campaign measurement by Don Bartholomew, Principal of Acumentics Research, a social media and public relations research and measurement consultancy.
“Public relations measurement is at a crossroads. Old techniques are no longer sufficient.
Old metrics are no longer applicable. Old thinking must be replaced by new.
The need for accountability,and to prove the value of PR and social media programs,
has never been greater.
As we look to the next year, here are five things to forget and five things to learn about
public relations measurement in 2010.”