May 6-8, 2019
Marriott Marquis Atlanta

What’s Shakin’: Measurement

Google Says PR Measurement Is About Quality Over Quantity

By: Samantha Wood
October 6th, 2017

When it comes to measuring your PR and communications efforts, more is not always better. Janneke van Geuns, head of insights and analytics at Google, says that she has seen communicators try to collect and track an overabundance of metrics. But collecting more data isn’t going to bring about better insights, she says. Instead, communicators […]

3 Common Social Media and Site Measurement Mistakes

By: Jerry Ascierto
October 4th, 2017

When measuring social media and website efforts, few metrics should be taken at face value. Every major platform has some form of native analytic tool, and Google Analytics provides a wealth of information on the factors that affect a website’s performance. But it can be difficult to separate the signal from the noise, to wade […]

6 Ways Communicators Can Use Google Analytics’ Intelligence Feature

By: Jerry Ascierto
September 26th, 2017

Communications pros recently logging into Google Analytics (GA) may have noticed a new feature in the upper right-hand corner of the interface, simply called Intelligence. The feature—which was in beta testing this summer and rolled out earlier this month—allows users to ask a question in plain English to get analytics answers to a variety of […]

How to Win More Budget for Social From Skeptical Senior Leaders

By: Allen Plummer, Vanguard
June 28th, 2017

Social media is no longer in its infancy. Sure, we might be distracted by Snapchat Spectacles or some other shiny object of the moment, but social media is no longer the wild West it once was. In fact, we’ve reached a certain level of maturity: We’re teenagers, in my opinion—we know enough to be dangerous but […]

A 4-Step Route to Setting Facebook Insights KPIs

By: Sophie Maerowitz
June 23rd, 2017

Facebook Insights provides a wealth of demographic data and offers a unique window into what kinds of posts Facebook audiences respond to. But while Insights reports are a crucial tool—especially to discern whether business objectives are being met—they can also contain an overwhelming amount of data to parse. To avoid wading into a sea of irrelevant metrics, Kathleen […]

How Facebook, Snapchat and Pinterest Help Generate and Track Sales

By: Kathleen Celano, Brownstein Group
June 20th, 2017

For many businesses, leads and sales are primary KPIs. But before you can track sales, you have to generate them—and standing out from the crowd on social media is no easy task. Online consumers can anticipate when ads are coming and they know when and how to skip them. Think about when an ad pops […]

The Dirty Little Secret of Social Media Metrics

By: Allen Plummer, Vanguard
June 12th, 2017

One of the things I love about social media marketing is the data it offers. My team and I like to talk about the immediate feedback we get as soon as something is posted. Within hours, we know if a piece of content is a hit or miss. We’ve trained ourselves to watch engagement, track […]

How Coca-Cola’s Quest to Measure Engagement Led to a New Metric

By: Natalie A. Johnson, The Coca-Cola Company
March 31st, 2017

We launched Coca-Cola Journey on Nov. 12, 2012, as a meaningful way to connect with our consumers and fans. Brand journalism was still in its infancy at that time. We wanted to make a bold statement by turning our corporate website into a digital magazine, so we did just that. My challenge was to make […]

facebook, mobile

Facebook Reports Issues With Metrics on Mobile

December 13th, 2016

Facebook has reported more metrics troubles for those who use its mobile platform (read: most Facebook users). The social platform and ad publishing giant has reported a discrepancy in Like and Share counts when a user enters a URL into the search bar in its mobile app. In an image posted to Facebook’s blog, the […]

4 Ways the Latest Google Analytics Update Speeds Up Reporting

October 11th, 2016

Good news for the communicator who relies heavily on metrics, but is often short on time: Google has announced an update designed to make the Google Analytics interface a lot simpler to navigate. Better menu navigation. With a full list of menu options in the leftmost navigation bar, users can switch between reports much faster. The navigation bar is […]

At The Social Shake-Up