The #FutureofPR with Adam Singer: Don’t Data Puke
Adam Singer closed last Thursday’s Future of PR Conference with a timely session on data analytics and other, free PR tools from Google. His overarching message: use data to guide your efforts, and avoid data puking.
Yes, you read that right. “Don’t data puke,” said the Google Analytics advocate. He defined the term as the practice of using and sharing blind analytics reports that have no meaning.
Before you can effectively use analytics tools and tactics, you need a plan. Your business goals drive data reports and analytics.
When you work within Analytics, PR dashboards should be customized for the different people in your organization. For example, your CMO probably doesn’t want to see a post-by-post performance of inbound traffic from your major social networks. Your social media manager will.
10 Online PR Tips from Adam Singer
Singer provided a run down of Google’s primary PR tools and offered additional tips. Our 10 favorites are:
1. You can visualize storytelling with data, and, yes, some infographics are good. Data is super powerful when it makes a strong point. Make sure you are presenting relevant data that impacts your audience, and your infographic will likely succeed.
2. In the fourth quarter of 2012, Google tracked 130 million conversions from 12,000 customers on their websites. As a result, Google has been able to create a modern customer journey tool that shows how people behave before buying.
3. If you use Vocus, Cision, and or Hootsuite, use the Analytics plug-ins to get data from your website traffic. You’ll be able to better track your outreach efforts and their impact.
4. Measure media better. Form a segment in Analytics of your top media outlets. Use it as a report for inbound media traffic.
5. Avoid vanity metrics. Views mean nothing. StumbleUpon can generate a ton of traffic, but it’s not good for your site’s well-being. It only looks good. It’s a vanity metric. Vanity metrics, like advertising value equivalency (AVE), are no longer acceptable forms of measurement.
6. Instead of inbound views, look at time on site, return visitors and frequency of visits as real metrics for social. Two seconds is awful for a visit (e.g. StumbleUpon traffic).
7. Use traffic reports to determine which content is working, which publications are reporting on you, and which similar outlets you should pursue.
8. There are tons of resources online to help you learn Google Analytics. Start with Analytics Academy, which offers online training courses from Google.
9. Google Trends is a mostly untapped resource. Trends represent the open sourced data from worldwide Google searches. With Trends, you can discover what people are really looking for or what’s trending in the media. “When something is trending, but the media hasn’t picked up on it yet, your brand has a real-time opportunity,” said Singer.
10. Another untapped resource is the Data Board. It’s a research center where Google makes available its formal studies, including media and online behavior patterns.
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