Strategic Communication 101: Digital and Social Media Strategy - Metrics and ROI in Digital Comms KPIs Sentiment Analysis Share of Voice

What This Is

Metrics and ROI in Digital Comms is the process of measuring the effectiveness of digital communication strategies and campaigns to determine their return on investment (ROI). This involves tracking key performance indicators (KPIs), analyzing sentiment, and assessing share of voice to evaluate the impact of digital communication on an organization's reputation, relationships, and bottom line. A classic example of effective metrics and ROI in digital comms is Johnson & Johnson's crisis communication response to the Tylenol tampering crisis in 1982, which set the gold standard for crisis communication and demonstrated the importance of transparency, accountability, and swift action in mitigating reputational damage.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies for repairing an organization's image after a crisis or reputational damage: denial, evasion, reducing offensiveness, corrective action, and mortification. The strategic implication is to choose the most effective strategy based on the severity of the crisis and the availability of evidence.
• PESO Model: This model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). The strategic implication is to plan integrated campaigns that leverage all four categories to maximize reach and impact.
• Sentiment Analysis: This technique involves analyzing online conversations to gauge public opinion and sentiment about a brand, product, or issue. The strategic implication is to use sentiment analysis to inform communication strategies and adjust messaging to align with public sentiment.
• Share of Voice (SOV): This metric measures the percentage of online conversations about a brand, product, or issue compared to competitors. The strategic implication is to use SOV to evaluate the effectiveness of digital communication strategies and adjust messaging to increase visibility and relevance.
• Return on Investment (ROI): This metric measures the financial return on investment in digital communication strategies and campaigns. The strategic implication is to use ROI to evaluate the effectiveness of digital communication and adjust budgets to maximize return.
• Key Performance Indicators (KPIs): These metrics measure specific aspects of digital communication, such as engagement rates, click-through rates, or conversion rates. The strategic implication is to use KPIs to evaluate the effectiveness of digital communication and adjust strategies to improve performance.
• Social Media ROI Framework: This framework outlines the steps to measure the ROI of social media campaigns, including setting goals, tracking engagement, and evaluating conversions. The strategic implication is to use the social media ROI framework to evaluate the effectiveness of social media campaigns and adjust strategies to maximize return.

Step-by-Step Application

1. Define KPIs: Identify specific metrics to track, such as engagement rates, click-through rates, or conversion rates.
2. Set up tracking tools: Use analytics tools to track KPIs and measure the effectiveness of digital communication strategies.
3. Analyze sentiment: Use sentiment analysis to gauge public opinion and sentiment about a brand, product, or issue.
4. Evaluate SOV: Use SOV to evaluate the effectiveness of digital communication strategies and adjust messaging to increase visibility and relevance.
5. Calculate ROI: Use ROI to evaluate the financial return on investment in digital communication strategies and campaigns.
6. Adjust strategies: Use data and insights to adjust digital communication strategies and maximize return.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR is a strategic communication discipline that involves building and maintaining relationships with stakeholders to achieve organizational goals. A classic example of effective PR is the Dove Real Beauty campaign, which used social media and influencer marketing to promote body positivity and self-acceptance.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to have a crisis communication plan in place to mitigate reputational damage. A classic example of effective crisis communication is Johnson & Johnson's response to the Tylenol tampering crisis in 1982.
• Misconception: "Social media is just for advertising."
• Correction: Social media is a powerful tool for building relationships, engaging with stakeholders, and promoting organizational goals. A classic example of effective social media use is Nike's Colin Kaepernick ad, which used social media to promote social justice and activism.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze real-world scenarios and develop strategic communication plans to address reputational crises, social media challenges, or other communication challenges.
• Tricky distinctions: Be able to distinguish between outputs, outcomes, and outtakes; CSR, shared value, and social responsibility; and symmetric, asymmetric, and two-way communication.
• Strategic thinking: Demonstrate the ability to think strategically and develop communication plans that align with organizational goals and objectives.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the incident and apologize for the CEO's behavior. 2. Provide context and background information to clarify the situation. 3. Outline steps to prevent similar incidents in the future.

Rationale: This response is grounded in Image Repair Theory, which outlines the five strategies for repairing an organization's image after a crisis or reputational damage. In this scenario, the crisis communication team should use the denial and corrective action strategies to acknowledge the incident, apologize for the CEO's behavior, and outline steps to prevent similar incidents in the future.

Last-Minute Cram Sheet

• Image Repair Theory: Denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Sentiment Analysis: Analyzing online conversations to gauge public opinion and sentiment.
• Share of Voice (SOV): Measuring the percentage of online conversations about a brand, product, or issue.
• Return on Investment (ROI): Measuring the financial return on investment in digital communication strategies and campaigns.
• Key Performance Indicators (KPIs): Specific metrics to track, such as engagement rates, click-through rates, or conversion rates.
• Social Media ROI Framework: A framework for measuring the ROI of social media campaigns.
• APR Code of Ethics: A professional code of ethics for public relations practitioners.
• PRSA Code of Ethics: A professional code of ethics for public relations practitioners.
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."