Metrics are really
important in any communications campaign. Did hits on the website
increase during the campaign? How many new followers came in on Facebook
or twitter? How many were lost? How many press clippings were
generated? Metrics help chart progress and benchmark a campaign against
other actions. But while numbers are important (especially for
consultants who need to justify their existence), there is more to a good
campaign than just numbers.
In today’s media landscape
where almost everything is published online, it pays to identify the
multipliers. There are aggregator websites who take coverage from one
website and republish it on their own. Sometimes they republish a whole press
release or other times an original article from another site.
By identifying the
multipliers, we can help the story get wider pick-up. Normally we can’t
contact all the media in a particular sector so identifying the multipliers
helps prioritise the outreach. Just one word of warning though - not all
aggregator websites are useful. Some ‘news’ sites crawl the web grabbing
articles and reposting them. They don’t stay up for long and the value is
very limited. But identify the multipliers in the right sectors whose
articles are widely republished and you will help get a campaign off its feet.
How can you identify the
winning multipliers? It should be obvious once you do a couple of rounds
of press clippings. The multiplier is the outlet whose article is widely
republished.
Blog by Kathryn Sheridan
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