Joint Social Media Survey by Waggener Edstrom Worldwide and PR News Reveals PR Industry Is Still Grappling With How to Define Social Media Results

MEASUREMENT STANDARDS AND PRACTICES VARY WIDELY ACROSS THE INDUSTRY

WASHINGON — March 23, 2010 — Global integrated communications agency Waggener Edstrom Worldwide (WE) and PR News today released the results from their joint survey, “Social Media as a PR Measurement Tool.” Results show there continues to be a wide range of how people understand and conduct social media measurement within the PR industry, with 40 percent of senior management not expecting social media results to be included in reporting efforts.

The survey asked communications professionals how they approach measuring social media results, and how this plays into their measurement efforts overall. Nearly 800 communications professionals participated in the survey.

Key survey findings include the following:

Survey results reveal that a greater understanding of social media’s influence and value and how this translates into results is needed across the industry. With the rapid expansion of digital efforts, there is an abundance of specific, traceable social data now available, including many free tools that evaluate not only impressions, but influence.

“The survey results reflect that while progress is being made, uncertainty about how and what to measure in social media remains,” said Karla Wachter, senior vice president of product development at Waggener Edstrom Worldwide. “Never before have communications professionals had access to discoverable data that shows the business value of our influence campaigns. The data tells a story of our audience’s behaviors, actions and perceptions — a trail of intent — that serves as a critical engine for strategic brand planning, execution and ultimately linking influence to business outcomes.”

Wachter will join other industry professionals and experts at today’s PR News PR Measurement Conference, which will provide insight into effective and proven strategies and tactics for measuring communications efforts. She will join Tim Marklein, executive vice president of measurement and strategy at Weber Shandwick, and Craig Mitchell, vice president of Analysis Services at Cision, on a panel titled, “Proving PR’s Value.” The discussion will address tangible strategies on how to provide the value of communications efforts to stakeholders. To hear more details, follow the discussion on Twitter at #prnmeasure.


The PR Measurement Conference takes place March 23, 2010, at the National Press Club in Washington.

 

About Waggener Edstrom Worldwide

Waggener Edstrom Worldwide (WE) is a global, integrated communications agency. For more than 25 years, the independently owned firm has developed strategic communications programs for innovative and world-changing clients, working to influence markets, inspire people and improve lives. In 2009, WE was named one of Oregon Business' 100 Best Companies to Work For. WE was also named European Technology Agency of the Year in 2008 and Best Large Agency to Work For by the Holmes Report in 2006. WE has earned numerous honors for its outstanding work on behalf of clients, for its exceptional people and for its innovation in communications. The agency has more than 800 employees in 16 offices around the world, and its 17 Global Alliance partners expand the agency's reach to 30 additional international markets. WE has six global practices: Consumer Marketing, Corporate Communications, Healthcare, Public Affairs, WE Social Innovation and Technology, along with its digital strategies group, WE Studio D™. More information can be found at WaggenerEdstrom.com.

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