Measuring social media: what’s working?

By: Natalie Burns

Let’s face it — social media is indispensable. It gives you the ability to attract new prospects, connect with customers and establish an active-leadership voice. However, due to the rapid development of technology, potential employers and clients want to see the measurement of your results.

 The Social Media Marketing Industry Report revealed “a significant 59% of marketers are using social media for 6 hours or more and 33% for 11 or more hours weekly” (source). Although Google Analytics is a great tool, there are other ways to pull that social media data, which will give you insights on what’s working and where there is potential room to grow.

If you really want to show that social media is the key element to a successful way to reach out to potential clients, you will need to start measuring the ROI so you can see the positive and negative effects. Showing real results and promise will ensure your employer and client know that PR matters.

Recently, I came across TrendKite. This company exists to help brands and agencies quantify and amplify the impact of their PR efforts. “TrendKite tracks a comprehensive set of metrics to accurately measure the impact PR is having on your brand, website traffic, and business goals” (source). TrendKite introduces and discusses tools like; custom media dashboards, automated, interactive PR reports, news monitoring dashboard and news reports.

Take a look on the inside and see, “The PR Tools Your Company Will Actually Use.”

Natalie Burns is a senior pursuing her public relations major. She is the Chief Financial Officer of PRSSA. She has experience in both marketing and non-profit organizations. Connect with her via Twitter @burns_natalie and Instagram @natbsweetee. You can also check out her blog at


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