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Procter & Gamble
Now paying for outcomes.
Okay, P&G is the company that helped standardize TV measurement in the '60s, figured out how to tie PR to revenue in the '00s, and is now helping to standardize social media measurement based on the concept of engagement. By deciding that it would pay publishers based on engagement and not on "eyeballs," P&G has raised the bar for all of us. Thank you.
(And if you'd like to learn more about actually measuring engagement, here are some Measurement Standard articles on the topic:
- Three Approaches to Measuring Customer Engagement
- Ten No-Cost Ways to Measure Online Engagement
- Why Are Political Lawn Signs Like YouTube Downloads?)
And in
a related note, I want to give a tip of the hat to PRSA for
moving PR measurement out
of the realm of "hits" and AVEs and challenging the
profession to measure outcomes instead. See a
slide presentation of the PRSA Measurement Working Group's recommendations
and Group Chair David
Rockland's post "If
You Can't Measure It, It Doesn't Count" on the PRSA
ComPRhension
blog. --KDP 
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