- External exposure. External exposure is the audience for your earned media (media coverage and its social reach) and owned content channels (your corporate blog and social channels). External exposure will likely include the traditional metrics of clips and impressions, which will become more meaningful when combined with the other two metrics that follow. However, it should look beyond the number of placements to their direct impact. Which media properties and topics are referring traffic to your site? Which earned media opportunities drove the top Web traffic spikes? Exposure should be the first benchmark, even though it’s the most traditional one. Without distribution, your message will remain mere words on a screen.
- Audience engagement. Engagement measures your audiences’ connection to your message and your organization. The primary way to look at engagement is through the sharing of your content. How many are sharing it through their own social networks, and where? Then we look at how they are engaging with your organization and its messages. Are they following your company and thought leaders on social channels? Are they interacting with you through those channels? Are they commenting on the articles that mention your organization and its thought leaders? Are they commenting on blog posts and articles authored by your executives?
- Influence. Influence measures the desired action. Are your prospects considering your organization in their decision-making processes? Are they associating themselves with your brand? Are they coming to your Web site? If so, which pieces of content are most engaging to them? What are their landing pages? And finally, are they signing up, purchasing your product, etc.
The SABRE Awards is the world's largest PR awards program, running across six continents. 2016 details now available.