One problem has been crossed off the list: developing global measurement standards. The Barcelona Principles achieved this, with further codification at July’s European Summit on Measurement. But other issues remain.
Chief among them is PR’s next challenge: measuring social media.
KMart CMO Mark Snyder put this into perspective recently when he told a marketing panel in New York that the biggest challenge facing marketing executives is to find a way to connect social media’s value to sales.
Unfortunately, that fails to take into account an important aspect of this conversation. While social media may be a marketing communications tool, it doesn’t yet receive resounding plaudits as a long-term sales tool.
I understand what Snyder meant. There’s a need to measure communications campaigns in a way that is less esoteric and hyperbolic but demonstrates real business results.