By Emma James
In a world of constant connectivity and togetherness, everything that PR pros put out on social media is analyzed – for better or worse. With the migration from print media to digital outlets, more than ever we have to be creative in how we publicize – it’s easy to get lost in the mix in our 6,000-Tweets-a-second world. It’s important to recognize the messaging you put out on social media, but what is even more important, is measuring impact.
Identifying the right tools can help you more effectively calculate the reach of your tweet, post or campaign so you can repeat what worked well, adjust what did not and determine the overall success of your digital PR project.
Fortunately, there are a plethora of PR tools out there that all have very similar functions when it comes to analyzing social media reach. Some cost money, but some of my favorites are completely free or are included as part of your social media account. Once you establish what goals you’re trying to achieve, odds are, there is a tool out there to help.
From helping you to understand your audience to strict analytics, these tools are sure to help on many different levels of project tracking. While the three mentioned are very different, there are other tools available that perform similar functions. It’s important to figure out exactly what it is you’re hoping to capture, and to choose the platform that provides the best information for the most value for your time and money.
Emma James is a PR Associate at Eclipse Media Group where she provides a well rounded approach to client content, balancing quality content while preserving client voice.