Metrics and Tracking Your Press Release Performance Part 2

Press Release Metrics and Performance tracking.

Press Release Metrics and Performance tracking.

So you’ve distributed a press release – well done! That’s the first step to utilizing online press release distribution services for your online marketing purposes.

Now you want to see how your press release performed, right?

Most press release services cannot offer you metrics for tracking your release’s performance beyond how it performed on that service’s own website. The reason for this is that their newswires – hopefully – are extensive and far-reaching, a combination of online outlets and print media outlets – and therefore it is very difficult to keep track of one release when it is sent to so many hundreds or thousands of places.

We previously blogged about how to decipher the statistics provided by the press release service itself, using examples from 24-7 Press Release Newswire’s own service. Now we will talk about some ways to track the performance of your release on the wire at large.

The best and most comprehensive way to track your release’s performance is to use a clipping service (also known nowadays as a media monitoring service). The very purpose of these services is that they spend the time scouring the web and media outlets for mentions of your company, your release and your news and come up with a fairly comprehensive snapshot of where your release or company is being discussed on the web.

This service can be costly, however, so may not be feasible – they can be several hundred dollars per release, which can equal or exceed the cost of writing and distributing the release!

If you are looking instead for a free and easy option for tracking your press release performance online, check back soon for Part 3 which discusses just that.

Factors to Track to Measure Your Social Media Campaign’s Effectiveness, Part 1

When you invest time and money into launching a social media campaign, there is no point in letting it fall by the wayside by not bothering to follow up on tracking its results. Then you have only done half the work, and you may continue to just filter money into Google AdWords, or your blog writer, or your Facebook ads, and maybe they are not the parts of your campaign bringing in any money. It could be that actually it’s all of the things you’re doing that are not costing money that are actually producing results – and then you could find you save a large amount of money!

There are a few ways you can track the performance of your campaign, and we will discuss these in today’s and Friday’s blog posts.

Firstly, consider signing up for Klout.

Klout is an easy-to-use tool that gives you an overview of what avenues of social media are bringing in your audience, but if you want you can also use the tool to look at statistics in much greater depth too, making it ideal for both the novice and experienced social media managers.

The site gives scores to each site based on its influence as measured across a variety of social media channels. It starts at 10 and goes up to 100. Consider Justin Bieber as an example – he has a Klout score of 100, as something Tweeted or Facebooked by him influences a large number of consumers.

Klout also tracks scores such as True Reach, Amplification and Network Impact. Here is what each means:

  • True Reach: the number of people you influence (the number of your followers, on a simple basis, but also the people they share your posts with)
  • Amplification: how much these people are influenced (does your tweet make them run out and buy something – a la Bieber – or just consider something for a potential future opportunity as, say, a tweet by a real estate agent might be taken by someone not currently looking at buying/selling)
  • Network Impact: the influence your followers have (if a fan shares Bieber’s post, are all their friends – also Bieber fans – seeing it too and spreading the word and buying power, or is the person just a lone ranger who keeps the post to him/herself? Are important figures in your business industry seeing your posts or just individual consumers?)

Consider looking into bringing Klout into your analytics as a way to truly measure the impact of your social media efforts.