In June of 2010, measurement industry representatives gathered in Barcelona, Spain and agreed upon seven principles. While these principles clarified some industry controversies, including the use of false multipliers and Advertising Value Equivalents (AVEs) and how to measure social media success, they left some unanswered, such as, “How do we implement these successfully?” To continue the discussion, public relations leaders gathered in London in November 2010 to address two questions: What do we use in place of AVEs, and how do we make sense of the approximately 300 suppliers of social media measurement? OneVoice (a combined agency of Omnicom companies) shares insight into implementing the Barcelona Principles, including: Budget for measurement up front: Figure 5 percent of your total PR spend, including fees and pass-through costs, for measurement services and internal resources. Talk the language of business: PR measurement has to talk the language of business to ensure executives see the value of public relations. Many companies keep track of how they’re doing with customers using a Net Promoter Score, even giving bonuses to staff members based on how they perform against that metric. Take one approach: Take one approach to measurement and stick to it. Continue ongoing maintenance and [...]
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