This just In to our Fan Mail Department:
Dear Katie Paine,
Measure What Matters: Online tools for understanding customers, social media, engagement and key relationships"] on Kindle, as it's an assigned text this semester in my graduate school program.
Finally, it all makes sense. The ROI. Why invest in measuring how to measure. Why what you measure is so important.
I say, "it all makes sense", because I worked for years at a PR agency where we used your system for our clients. At the time, I confess I was not a fan, primarily because it took a lot of work; it took our staff hours to input things like dominance and prominence, and mistakes could happen easily.
Bur now, I get it. I get why reading a clipping, analyzing it, and categorizing it was so important. The way an inputted press clip could then be measured 10 ways to Sunday ... the reports then available to the client... the historical data we were collecting that would inform future decisions, from budgeting to how campaigns were executed.
Thank you, quite belatedly, for your excellent product. I am so glad I was exposed to its day-to-day usability and the results it could deliver.
And I didn't realize how much until I read your new book!
[Note: And if you'd like to read more about Measure What Matters, see the recent reviews on Amazon by Alam Chumley and Paul Gillin. Or visit the Measure What Matters blog.]