March 30, 2017

Helping PR pros make smarter decisions

Out with the old, in with the new: 6 ways to jumpstart your media monitoring and measurement for 2017

Out with the old, in with the new: 6 ways to jumpstart your media monitoring and measurement for 2017

Among the more popular annual New Year’s resolutions is to “get organized.” January is the perfect time to take a look at your monitoring and measurement goals for the year and apply planning and organization to your accounts.

Take a look at any new business goals

It bears repeating: the best and most relevant measurement ties back to business goals. If your company’s or department’s goals have been revised or adjusted for 2017, review the changes and see if any of them will impact your measurement plans.

Clean up your keywords

Monitoring tools make it easy to add new keywords, but often we don’t go back and clear any out that are no longer useful or producing. If you used a monitoring tool for a product launch two years ago and still have all of the keywords and search terms you used in there, maybe it’s time to take a look and see what you can either consolidate or eliminate. You might still want to keep search terms related to the product itself, but perhaps there are some industry- or influencer-specific terms you were monitoring that are no longer relevant.

Create a measurement calendar

Set up a calendar or a spreadsheet with any key dates or reporting periods on it, and mark out the time you’ll need to generate any reports. Time always seems to move more quickly than we realize, and having these dates—and lead times for reporting—on a calendar means due dates are less likely to sneak up on you. Stress averted.

Plan your measurement work

This is an especially important step to take if you’re going to need the assistance of other coworkers or departments to do your measurement work correctly. For example, if your Google Analytics data are kept by the sales and marketing team, touch base with the person or people responsible for maintaining the data and share the reporting dates with them. Nothing sours a relationship with another department or coworker quicker than realizing on a Friday that the data needed for a report due Monday is housed elsewhere, requiring everyone to work that weekend.

Commit to trying something new

While this is a nice mantra for life, this isn’t a lifestyle blog—I’m suggesting trying to find new angles to measure what you are already doing. The AMEC Framework is a good place to start to generate some new ideas about what you could be measuring—or measuring differently. Go to the Framework, and after clicking on each of the framework boxes starting with box 3 (Activity), there’s a little information button that will give you suggestions and ideas for each category. Use these suggestions to generate ideas for your measurement goals.

Explore your monitoring tool

Along the same lines, you might be surprised at what your monitoring tool can do, too. One of the main benefits of a monitoring tool that sends email alerts is that it’s a “set-it-and-forget-it” system that you don’t have to log in to and endlessly fiddle with. However, if you’re just relying on the email notifications, you might be missing out on some powerful analysis tools. Set aside some time to log in (or call your friendly customer support rep) and check out what kinds of charts, graphs, and reports the tool can create—you might be surprised at what’s available to you.

Taking just a few of these simple steps will help you organize your monitoring and measurement and set you up for a successful 2017.

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About The Author

Jennifer Zingsheim Phillips is the founder of 4L Strategies, and has worked in communications and public affairs for just over 20 years. Her background includes work in politics, government, lobbying, public affairs PR work, content creation, and digital and social communications and media analysis.

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