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Broadcast Resources

TUNING IN

A blog dedicated to the world of broadcast and public relations

Wednesday, February 10, 2010

How Do We Measure the Success of Social Media?

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At many of the social media and public relations seminars and conferences, it’s often asked how you can measure social media’s effectiveness. What is the true return on investment of using social media? Many times, the answer is that it’s not measurable; that it’s an intangible but necessary part of your media outreach.

What we found when we used one social media tool is nothing less than revolutionary in its ability to gauge effectiveness. Our content website Radio News Source normally received a respectable 10,000 to 12,000 hits per month. That is until we started using Twitter.

From one month to the next, we saw an increase of 40.84% in traffic to our site – from 12,590 to 21,281 visitors. The only thing we did differently? We started tweeting our stories. With many radio reporters following us, we are able to effectively reach them every time we have a new story. Our web hits have remained in the 20,000 visitor range and we continue to believe in the power of this medium to drive click throughs to our content site.

Since then, we have worked hard to grow our list of following and followers to include key radio personnel and stations that we definitely want on our radar to truly capitalize on the unique power of this social phenomenon. Stay tuned.

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