Take a look at tips from Julia Hood’s “Survival Online Will Require Investment in Measurement,” article published in the September 24, 2007 edition of PR Week. This article succinctly outlines how to make your business survive in the world of online media.
Some of Hood’s tips for online survival include:
- Invest in internal measurement programs – hiring an external partner will cost you money and enable you to know your audience first hand
- Provide a clear message – like any branded campaign, messages need to be clear to capture audiences – so invest time in what you want your audience to know
- Track your audience – by consistently interacting and meeting the needs on your online audience, you will create loyalty among them
- Analyze feedback – generate new business leads or potential opportunities from data collected
If you take away one concept from this article, let it be the word INVESTMENT. The more time and energy you invest into tracking, measuring and analyzing feedback, the more benefits your company will see in return.
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