MeasurePR: Why Are AVEs Still Around?
Guest post by Jen Zingsheim
[Ed: since I was out last week, the always-wonderful Jen Zingsheim agreed to moderate #measurePR. Here's her quick recap... and thank you, Jen!]
On July 5, the #measurePR chat discussed AVEs, specifically a Wall Street Journal Numbers blog post that challenges the notion that publicity can be equated with paid advertising.
- In addition to the Wall Street Journal blog post and print piece, smart measurement guy and previous #MeasurePR guest Don Bartholomew of Fleishman-Hillard wrote a terrific piece challenging AVEs.
- Don’s piece and the WSJ piece kicked off a discussion about whether coverage of the weaknesses of AVE in such a high profile publication such as the WSJ might allow some organizations cover for leaving this questionable metric in the dustbin. The conclusion was: not likely.
It’s just too simple a number—no matter how wrong—and until we (as an industry) come up with a simple number to replace it, AVE will probably continue to be used.
- That led to a discussion about what the obstacles are for putting outcomes-based measurement in place. Mike Donatello asks if it is cost, time, or possibly ignorance. John Trader suggested that different verticals make it difficult to standardize.
- We also discussed summer reading lists. John Trader says that Measure What Matters by Katie Paine, is on his list, as is Social Media ROI by Olivier Blanchard.
Bad PR Measurement Gets a Smackdown
Guest post by Sean Williams
[Ed: I've been out in beautiful Eugene, Ore., for the last few days, speaking on measurement at the 2011 Oregon Governor's Conference on Tourism.
Somehow, it didn't seem right to cancel Tuesday's #measurePR Twitter chat... when I'd be speaking on measurement.
So I asked my good friend and measurement guru Sean Williams to guest-moderate the chat.
What follows is his recap. Emphasis/ital are mine, not Sean's; and the tweets have not been edited, so please roll with typos, etc., as you would on Twitter.]
The April 12 #measurePR was a spirited affair, featuring
55 minutes of near universal agreement that there’s too much crappy measurement out there, and
Filed under Guest Posts, Measurement, MeasurePR, Public Relations, Social Media | Tags: #measurepr, ave, metrics, PR measurement, roi, sean williams, value of a Facebook fan | Comments (5)Weekly Roundup: Opinion, Use and Humor
I don’t really have a theme this week for your Weekly Roundup.
It’s been a busy week, both online and offline, and the entire budget debacle was also a bit concerning.
But it was a good week for opinionated posts, so I’m sharing those I enjoyed the most (out of those I read, of course).
And then there are a few more that are just plain old helpful… and hilarious.
So I figured this is like one of those gift baskets that has a little bit of this and a little bit of that.
You enjoy some of the stuff right away, and the rest, you put away for later.
Filed under Public Relations, Resources, Shonali Burke, Social Media, Weekly Roundup | Tags: ave, Facebook Insights, responding to blog comments, SEO, shakespeare | Comments (11)
