Friends with Benefits

Chapter 6. MEASURING SUCCESS: HOW TO MONITOR THE WEB

So you've identified 50 of the most influential, eligible bloggers in your industry, you've devised a creative pitch, and you've contacted them all via their preferred channel. Now you can sit back and relax because your job is done, right? No way! You still have to execute another key component of your campaign: measuring success.

What Does Success Look Like?

Here's the superb thing about measuring online PR campaigns: numbers. The numbers are one reason we prefer web marketing and social media relations to offline marketing and PR. Doing the latter, we'd wonder about the exact value of an advertising campaign or mention on the evening news. Did editorial coverage result in actual revenue or ...