Measuring Campaign Success with Metrics

By Alex Bennett

It’s important for any public relations campaign to be able to measure whether it has been successful. Due to my groups careful outlining of goals, strategies, objectives and tactics, all we have to do to measure our PR campaign success is unleash the campaign, wait a while, and compare the results to our desired outcomes.

One of the ways we can measure this success is by using social media metrics like likes, retweets, pins, etc.

social-traffic-2012

After all, websites like Facebook are a huge portion of almost all online interaction, so measuring campaign success based partially on Facebook success is simply practical.

The Cove’s Facebook page currently has 1098 likes. Our campaign’s objective is to increase those likes by 5% over the course of the campaign. This mean to be considered successful, our campaign needs to get the page 55 more likes, approximately. So we’ll simply keep checking the Facebook pages likes to the 1150 likes goal to measure one aspect of our PR campaign’s success.

Another objective of ours is to create a subscription-based donation service for long-term subscribers. We might be able to use a service like Patreon to accomplish this goal.

Another objective of ours is to increase visibility of sponsorships and partnerships each day. We can accomplish this by making posts about sponsors and partners on our current Facebook and Instagram accounts and by creating new social media accounts, like on Twitter, LinkedIn or Pinterest.

I’ve actually started trying to create my own boards on Pinterest on The Cove’s behalf. It’s honestly pretty easy to find informative graphics on the web and simply pin them to a board to be able to share them with others. I think it can be a valuable way to branch out for The Cove and reach new audiences.

Really, though, all we need to do for our metrics is regularly check the results of our campaign against our set campaign objectives, maybe biweekly or daily, in order to assess the success of our campaign.

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