With the increase in public relations companies wanting more accurate ways to measure the effectiveness of their PR campaigns, comes the increase of PR tools for public relations management. There are so many tools that it can be challenging to figure out which one is the best.The best public relations measurement tools can be subjective. There are a lot of factors that determine how a company views the effectiveness of certain tools. Different businesses have different needs. And the same holds true for the size of companies. A big company will have different needs than a small company and may not consider the same tools to be effective and good.When choosing tools for public relation measurement, it’s important to be proactive and do the research yourself. While this article will provide you with some places to look for tools and tools to consider, it’s not a comprehensive list. Not all the tools may work for your unique business and your individual business needs.
There are a few things to consider when trying to figure out if a certain tool is suitable for your company. Ask yourself• What is my budget? Is it very restricted?• If I were to describe my business, how would I do so in one sentence? This can help you narrow down your main target or stake holder.• What is my desired outcome? No need to pull out the big guns in the desired outcome is something more modest.• What social media channels do I want to measure? This will help you choose tools that are most effective for the social media channels you want to target.• How many tools do I want to use? How many do I need to use?• How broad is the scope of my PR campaign?• What insights and information do I want to gather from the information collected from the tools I choose?Preparation research can mean the difference between choosing a tool that works for you and one that doesn’t. Another point to consider is what you would like to measure. This can include anything from followers to website visitors. Other things to measure are page views, average time on site, impressions, likes and unlike, mentions, your Klout scor, search terms, retweets, mentions to name a few.Once you’ve determined what you would like, you can begin to focus on selecting the right tool. Here’s a few tools to look into to begin your search.
1. Grouphigh.com: Allows you to identify influential blogs and automate research. A free trial lets you get used to the program before you have to pay.2. Keyhole.co: Allows real-time tracking of conversations on various social media platforms including Twitter, Instagram and Facebook3. Bufferapp.com: Allows for the managing of multiple social media accounts at one time. Also offers audience insight and competitor analysis. Fee-based. Fee increases with the number of social media accounts managed.4. Clicky: A website analytics tool that’s free up to 3,000 daily page views on one site.
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