Sessions at SXSW Interactive 2012 matching your filters

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• Media Measurement: Science, Art or a Load of Crap

  by Brendan Lewis, David Armano, Kelly Mills and Ken Shuman

  We are quickly moving to a time where PR is transitioning from a cost center to a highly measurable conduit to client/customer acquisition tool. Accountability and measurement is key in all campaigns from product launches to company profiles and beyond. Whether you are on the agency side or lead an internal pr department, measuring pr success has never been easier.

  PR used to be described as an art but now it is a science. In the past, you would look at the number of eyeballs that “should” have seen an article or the total number of articles an announcement received. Both of these are pointless measurements especially in this day and age where you can precisely measure the impact of a companies news and social campaigns.
  In our day-to-day lives, we use Omniture to determine which articles lead to the most clicks to your website. We use Radian 6 to determine the influence your announcement had throughout social platforms. We leverage Wildfire Interactive to compare the growth of fans and followers against the competition. We use Facebook Insights and url shorteners to see how company and product announcements have directly increased fans.

  Measuring success and sharing these insights with clients or your CEO/CMO can lead to bigger budgets, more effective campaigns and help raise awareness across organizations about the impact communications are having on the company’s success.

  • Analytics
  • Media
  • Public Relations

  At 5:00pm to 6:00pm, Monday 12th March

  In Capital Ballroom A, InterContinental Stephen F. Austin

  Coverage audio clip