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« One small step for P&G, One HUGE step for our profession | Main | Another bombshell hits the measurement space »
September 16, 2009
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Jen, I don't actually see which slide that comment appears on, but never would we say that social media doesn't have value. And clearly monitoring your brand in social media is every bit as important as monitoring your brand in traditional media. But both are measures of "activity" or outputs not outcomes. Few CEOs will suggest that there is an inherent value to a mention in Twitter -- it's what people do afterwards that creates the business outcome.
Posted by: Katie Delahaye Paine | October 02, 2009 at 06:14 AM
Katie, as you were part of this effort, maybe you can explain a comment on one of the slides to me.
It says something along the lines of "[...] shift the conversation away from [...] social media activity," and shortly follows that with ad value equivalency.
No where else in the deck does it discuss the role social media can play--or how it should be measured.
Was this just in-artfully worded, or do they truly believe that social media is as useless as ad value equivalency?
Would love to hear your take on this...
Posted by: Jen Zingsheim | September 17, 2009 at 03:01 PM
It's a great step but I wonder if the PRSA has enough clout. Most PRSA members are fairly traditional PR practitioners and are pretty happy with ad equivalency. Similarly, most PR outsiders who have been brought in to deal with social media and emerging channels don't really pay a lot of attention to the organization. I can't blame them for trying though and I do think it will show some positive returns in the long run when traditional/digital PR start to merge.
Posted by: Peter I. | September 16, 2009 at 04:19 PM