‘What influencer marketing can learn from PR’s history’ – Marketing Land
Chuck Moran says, “Influencer marketing is one of the most exciting marketing tactics brands are using today, uniting branded content development with the amplification power of networked social media audiences, within or outside of the social networks themselves. The parallels with PR abound — content married to the distributive power of media/social platforms, and the challenge of measuring the organic impact of an earned media placement.
As marketers wade into the burgeoning space of influencer marketing, they should keep in mind what the PR industry has learned when it comes to measurement.
To be sure, public relations is difficult to measure. It’s of value to the enterprise, without question, yet it finds expression in different ways across different campaigns.
A successful PR initiative can drive increased visibility for company executives, fuel new business activity, boost site traffic, grow social media followers, brand sentiment and share of voice, and even impact stock price or employee retention. By being “earned” instead of paid, marketers can cite advertising click-through rates (CTR), brand lift, mentions or any number of click or post-click metrics to define success. However, the right way to measure earned media attention remains somewhat elusive and difficult to consolidate into a single metric”.
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