Digital marketing is the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging, and social media marketing. Interactive PR (Public Relations) allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.
PR practitioners have always relied on the media such as TV, radio, and magazines, to promote their ideas and messages tailored specifically to a target audience. Social media marketing is not only a new way to achieve that goal, it is also a continuation of a strategy that existed for decades. Lister et al. said that “Digital media can be seen as a continuation and extension of a principal or technique that was already in place.”
PR professionals are well aware of the fact that digital technology is used in a practically different way than before. For instance, cellphones are no longer just devices we use to talk to one another. They are also used for online shopping, dating, learning and getting the most up to date news around the world.
As digital technology has evolved, the methods to measure effective online public relations effectiveness have improved. The Public Relations Society of America, which has been developing PR strategies since 1947, identified 5 steps to measure online public relations effectiveness.
ENGAGEMENT: Measure the number of people who engaged with an item (social shares, likes and comments).
IMPRESSIONS: Measure the number of people who may have viewed an item.
ITEMS: Measure any content (blog posts, articles, etc.) that originally appeared as digital media.
MENTIONS: Measure how many online items mention the brand, organization, or product.
REACH: Measure how far the PR campaign managed to penetrate overall and in terms of a particular audience.
To be continued…
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