interesting data, though we can't confirm the research.

Tech PRs embrace social media but fall short on measurement

Sheelagh Doyle

June 28, 2010

 

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ALEXANDRIA, VA: PR professionals have been quick to capitalize on social media tactics but measurement standards still fall short according to PRSourceCode's “2010 Top Tech Publications” study.

Released today (June 28), the study of 112 b2b tech PR professionals indicates social media is firmly on the agenda with 92% of those questioned stating that blogs are important to their PR efforts. In contrast, the research shows a lack of standards for social media measurement, with just 59% employing some form of tracking such as counting outlet reach.

“It is really interesting how dynamic the market is proving to be,” explained Cole Smith, national account director at the PR information content provider. “Tech PRs haven't just stuck to traditional PR outlets and it is impressive how they have changed tactics. However, our findings indicated the need for viable social media strategies with built-in measurement tools and we can expect to see more emphasis on these areas.”

Other survey findings show PR professionals do not necessarily favor print or online coverage, with 80% of the leading print publications also ranking as the top online titles. The study also showed email remains the most popular way to contact journalists, regardless of medium, with 96% of those questioned.

Top Tech Business Pubs

Print:
1)  The Wall Street Journal
2)  The New York Times
3)  Bloomberg BusinessWeek
4)  USA Today
5)  Forbes

Online:
1)  The Wall Street Journal
2)  The New York Times
3)  Bloomberg BusinessWeek
4)  Forbes
5)  Financial Times 
 
Top Tech Blogs:
1)  TechCrunch
2)  GigaOM
3)  Engadget
4)  Gizmodo
5)  Mashable
 
Top Tech Journalists:
1)       Brian Krebs, The Washington Post
2)       Don Clark, The Wall Street Journal
3)       Stacey Higginbotham, GigaOM
4)       Chris Kanaracus, IDG News Service
5)       David Pogue, The New York Time

Comments

[Coach Outlet]

Oh I do hope to visit some day! What a great place to work!

[seo melbourne]

Another tool to measure social media is Sysomos, whose Heartbeat and MAP services taken into account social media and mainstream media sources.

[David Geddes]

First, this is the kind of research that provokes the question "so what?" because it restates the obvious. Is anything here surprising?

Second, I would question the idea that "built-in measurement tools" is the answer. The goal of PR is to build relationships with audiences, publics, or stakeholders (pick your own favorite term). Tools built into measurement platforms are measuring online behaviors, not measuring PR outcomes and business results, which is where we need to have serious measurement.