Why Social Media Measurement is still so elusive for brands gital and Social Media Anyhow?' - Forbes

Long ago, in a world far, far away, brands made ads and put them on TV. People watched these ads. Not because they wanted to, but because they lacked a device called a “remote” – never mind time shifting DVRs. The theory was that if consumers sat there long enough and were exposed to enough ad impressions, some degree of positive behavior would ultimately ensue.

via www.forbes.com

Robert Passikov is dead on in his analysis about why brands are still wringing their hands about social media measurement. They still don't get it.

Comments

[seo company]

AVE advocates contend that the value of a placement is equal to the cost of purchasing an equivalent amount of time or space and that a news story of a particular size or length has equal impact to an advertisement of the same size. At this time, there is no known factual basis for this assumption as no research exists to confirm whether this is true.[iii] The Barcelona Principles, established by a consortium of PR industry trade groups in 2010, states that Advertising Value Equivalents (AVEs) do not measure the “value” or “return on investment” of public relations and do not inform future activity; they only measure the cost of media space (where even the “cost” of an advertisement may not derive value or ROI for the advertiser). As such, AVEs are rejected as an evaluation concept for public relations

[Sara Evans]

I recently took a public relations research class where we learned the extreme importance of the measurement step of a plan. I always thought that the money would do the talking in the end, but as I’ve learned, and like your post mentions “some degree” of improvement isn’t necessarily valuable to an organization. On the advertising end of things, the money is easier to measure. In public relations, sometimes you won’t even have money to gauge your success.