Pinterest anyone? It’s the newest golden child of social media and it’s changing the way we operate both as PR practitioners as well as consumers.

Social media is just part of how digital is growing. With the rapid growth of mobile, tablets and connected TVs, companies need to think outside the box when it comes to influencing consumers. No longer are we in the world of the second, third or even fourth screen. We have reached 24 hours of screens according to a recent Mashable article.

Growth of digital

Social_media deana
Comscore’s recent social media study shows that social media activity accounted for 16.6 percent of time spent on the Internet in 2011 and is expected to surpass portals as the most engaging online activity.  Video activity has also experienced a dramatic increase, with the U.S. online video audience surpassing 100 million in December, a 43-percent increase from a year ago.

Measurement is king

One of the most important things to consider when launching new digital campaigns is defining how you will measure the success of the program. Paid (advertising and sponsorships) and owned (content created by brands) media are traditionally easier to measure. Earned media is much more valuable and credible, however it has been harder to measure since it is changing every day. Lucky for us PR pros, measurement tools are becoming better, helping us measure the value of earned media, and therefore define success. Right now there is no magic all-encompassing tool to measure earned media, but you can leverage several social media tools such as CrowdBooster, Hootsuite and even Facebook Insights.  Whenever possible, it is a good idea to also utilize website analytics to measure the traffic being driven to the company’s website as a result of digital efforts. 

D._20Goodrich_jpg_1_ blog headshot

— Deana Goodrich is a senior account executive at Airfoil Public Relations, a high tech PR agency with offices in Detroit and Silicon Valley.