MEASURING THE UNMEASURABLE
Adam Hill PR Week, 23 September 2005
PR campaigns are increasingly all about creating ‘buzz’. But how can this be monitored? Adam Hill reports:
But because not everyone is using the same measurement methods, clients are left wondering who is right. Justin Kirby, MD of Digital Media Communications, is also co-founder of the Viral & Buzz Marketing Association and, along with Dr Paul Marsden of the London School of Economics Institute of Social Psychology, points to a way forward… The pair co-edited new book Connected Marketing and suggest one can measure effectiveness of a WoM campaign in the most telling manner possible.
