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#MetricsChat Recap: Sarah Evans talks Marketing Metrics

We witnessed yet another great session of #MetricsChat series yesterday. Sarah Evans, Digital Correspondent for @PayPal, @Cisco, @CoxComm@ShortyAwards, @iamangelfdn, and @licensingexpo was our expert guest host for the event.

Sarah shared valuable insights around our topic of discussion,”How to set expectations, measure success, and celebrate success with clients?“. The 30 minutes session saw some great questions and answers rocking the e-floor. The response was astounding and the audience was super-engaged!

Sarah Evans - Metricschat

For those who could not join the conversation but still wish to know what we covered, here is a glimpse of what we discussed during the chat:

Q1. @YSAyala_PR: Would it be wise to compare analytics from different platforms or stick to one platform to measure “success”?
A1. @prsarahevans: I think that depends on budget and bandwidth. Various platforms cost money and time.

Q2. @Laura_404: How do you measure/analyze the metrics (that have been determined)? 
A2. @prsarahevans: I use a mashup of different products, from real-time twitter mobile analytics (not available to all), @viralheat, etc.

Q3. @suruchisharma23:  How often should one reach out to clients for feedback?
A3. @prsarahevans: Working on a short campaign (less than 1 week = daily) (monthly = weekly) (annual = as needed).

Q4.@ksalkind3: Can you share some tips for better engagement with clients?
A4. @prsarahevans:1) Set calendar apt for phone check ins; 2) develop a success metrics communications template; 3) do annual eval, write draft letter in your own words, include important points all clients want, then customize.

Q5.@thepeav: Is there a metric your clients find most useful in measuring success or impact? 
A5. @prsarahevans: Trending topics!!! 😉 but, seriously, they look at share of conversations, sentiment and quality web traffic. For example, worked with @iamangelfdn for annual fundraiser, simple act of helping them receive online donations along with content creation and strong CTA helped them beat their previous year funding before their event was over.

Q6. @DRayG86What is your take on Paid vs. Organic and which seems to do better?
A6.@prsarahevans: Paid/organic/earned are all important, esp. if you have a message or story that doesn’t have wide reach yet. I love what Facebook is doing with Premium Video Ads and find value in them, but a good GIF on Tumblr can’t be beaten.

Q7. @dumb_captcha: How important is ‘word of mouth’ marketing? What are some easy tips to spread the word about a product?
A7.@prsarahevans: We rely heavy on the social aspect. We create content that will, hopefully, be shared as social WOM. TIP: Credible, third-parties are a great way to help spread the word, so you’re not reliant on self-promotion.

Q8. @TEK: Can you recommend Snapchat as a marketing channel for B2C?
A8. @prsarahevans: I recommend it, if audience is there. Some use est. Snapchatters to deliver their messages SEE:

Sarah shared her know-how of the marketing and PR world and discussed useful use cases which would help marketers steer their marketing efforts in the right direction. If you wish to connect with Sarah, you can tweet to her @prsarahevans – she would be happy to take your questions!

Last but definitely not the least, in case you wish to explore how Viralheat makes social media management effective, feel free to reach out to us on Twitter @viralheat or get connected through our website.

#MetricsChat will be back on Feb 19, 2015 with an all-new guest host. Stay tuned for the update! And as always, if you’re interested in hosting #MetricsChat, please email with the subject line #MetricsChat.

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