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The Social Media Communication Matrix by Beki Winchel, Kenneth D. Plowman

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Part IV

Evaluation

It has always been a struggle to effectively measure public relations efforts and show the return on investment of qualitative outputs such as ­sentiment, trust, and loyalty. Although the advent of digital media has begun to bring additional measurement opportunities, strategic ­communicators will still struggle to find quantifiable analytics that truly measures the impact they are making.

However, the day has passed when strategic communicators can no longer measure their efforts; instead, there is a growing need to seek out worthwhile analytics that establish audience numbers, interactions, and eventual conversions. It is integral to look beyond vanity metrics (likes, followers, and other such surface numbers) and into engagement ...

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