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Measuring the Networked Nonprofit

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  • For those who bear the burden of introducing me at a conference...
    Katie Delahaye Paine (twitter: KDPaine) is the CEO and founder of KDPaine & Partners LLC and author of, Measuring Public Relationships, the data-driven communicators guide to measuring success. She also writes the first blog and the first newsletters dedicated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of question in order to help her clients better understand their relationships with their constituencies. People talk, we listen..

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September 26, 2007


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Alecia O'Brien

Hi Katie – great post. The rise of social networking sites and video posting sites are certainly causing corporate communicators severe grief. Their work loads have increased as a result of having to spend copious amounts of time monitoring the blogs, networking sites and their international equivalents that keep popping up (think Facebook’s bigger rival, Bebo, in the UK). They’re having to develop corporate blogging rules to ensure their own employees don’t say anything out of turn and proactive PR strategies to defend themselves should a disgruntled customer decide to post a video somewhere condemning their product.

What a nightmare. It’s almost like the big, established brands of the world need to consider a new employee role for their communications department – a Corporate Communications Social Media Monitor...!

Message management is extremely difficult and is only going to become more so. As the technology continues to increase (think of the entrepreneurial and VC boom that has occurred for Facebook plug-ins), so too is the technology for tools to help comms people keep tabs on what is going on and being said.

The rules of the public relations game have changed and perhaps comms people need to rethink their playing strategy. For example, tons of journalists are on Facebook. Maybe there are some relationships that can be leveraged here? Comms people could log on, befriend their key stakeholders and learn more about the journalist’s writing and preferred pitching style than they ever could through a basic media database. If anything, it’s a step towards message management.

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Measure What Matters

  • “A tremendously good book… it’s a treasure... An absolute doozy of a read.”
    -- reviewer Bob LaDrew, FIR

    Katie Delahaye Paine's great little book Measure What Matters shows organizations of all sizes how to evaluate and improve their public relations and social media efforts. Order Measure What Matters now.

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