DALLAS—Don Bartholomew, who has led research and measurement practices at GCI Group and MWW Group, has launched Acumentics Research, a social media and public relations research and measurement consultancy, to address research and measurement challenges.
The firm will focus on helping clients develop cost-effective research and evaluation programs designed to quantify the results and return on investment of social media and public relations.
Bartholomew has 20 years experience in public relations and led the research and measurement practices at GCI Group and MWW Group. He is also an adjunct professor teaching mass communications research at the University of North Texas and a member of the Commission on Measurement and Evaluation of the Institute for Public Relations.
“With our current economic climate, we believe it will be increasingly important to demonstrate the value public relations and social media initiatives bring to marketing, brand, and reputation, and in turn, their contribution toward achieving desired business or organizational objectives”, says Bartholomew. “Linking public relations and social media results to desired business outcomes is key in the ability to demonstrate true return on investment.”
Acumentics believes the current state of measurement in public relations, particularly with respect to social media, is lagging behind industry developments and marketplace realities. The firm uses a new model for social and traditional media measurement and an approach it calls the PR Value Cube to help map all the areas in which social media and public relations add value to an organization.