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Social media and mainstream media intertwine: Cision adds social media to CisionPoint

Time and again, we’ve discussed here the importance of measuring the impact of your message on blogs and social sites in concrete terms. While we don’t often tout our own products on this blog, I thought it was worth pointing to this week’s announcement of the inclusion of social media monitoring content using Radian6 technology into our flagship CisionPoint platform.

Since 2008, we’ve offered the Cision Social Media Dashboard as a separate solution for public relations professionals interested in tracking buzz about their brands on blogs and sites like Twitter and Facebook. Over the past two years, PR pros have not only embraced social media as a way to connect with new audiences. Perhaps just as importantly, they have come to recognize that blog posts, tweets, status updates and other social messages online carry the same type of influence as a newspaper article or broadcast segment. What’s more, this influence can be measured using metrics that gauge not just how many people saw a message, but how many were compelled enough to share it with others, magnifying its impact on the social Web.   

Measures such as inbound links, blog comments and votes on social news sharing sites like Digg and Delicious serve as powerful indicators of public engagement with a message or idea. Engagement has become one of the most commonly used terms in PR and corporate communications today. What’s often overlooked is that rather than just paying lip service to online engagement, as professional communicators we’re increasingly in a position to determine in a very scientific way who is engaging with us and why.

Seeing tweets and Facebook status updates sitting side-by-side with mainstream news content in CisionPoint, it seems as though this trend is coming full circle. As the social Web’s impact grows, mainstream sites are enabling comments on their articles and encouraging widespread sharing of their content. As Steve Rubel at Edelman Digital once said, “All media is social, and all social is media.”

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