We spend a lot of time talking about how to best measure the impact of media placements, tweets and paid content in this industry – even more so at the Corporate Ink office – and now a lot of money is dedicated to the cause: $3.25 million.
Martin Kaplan, the research director at the University of Southern California who will co-lead this initiative is starting the project with a strong point of view featured in the New York Times:
He spoke last week about the futility of counting page-views, “likes,” and retweets when trying to figure out whether an opinion piece, a documentary film or a television show actually moved anyone. “Those measure how many people saw something,” he said. “That’s not the same as an outcome.”
Yes, as an agency, we count page views, likes, etc. to measure the numbers of eyes that saw a piece, but we don’t stop there. We also dive into analytics to see how many of those initial signs of interest converted to website visitors and more importantly, to new leads and customers. We also think about how a product review, byline or piece of coverage can have a second, third or fourth life in the lead-nurture process.
So what is the ultimate testament of quality PR and marketing? Something that gets customers in the door — and that may not be a feature in the Wall Street Journal.
P.S. The traditional press release may not be dead in the water after all; one of our clients recently netted a new sales-qualified lead from a basic customer win release.