All too often in the public relations world, you hear about impressions. Many judge the success of a release on how many page views it received.
However, out of those page views, how many people actually followed up on what you had to say? I don't think page impressions are an accurate judgement of whether your message was heard. For example, just because you have 1,000 Twitter followers does not mean that all 1,000 people will be viewing your tweet.
What are some better ways to measure response then?
Comments- When people actually take the time to read and comment on your blog, website, etc., it usually shows some sort of interest in what you are saying. It might seem obvious, but comments are a much better judgement of the amount of feedback you are receiving.
...but what if you aren't getting comments?
Another way to go past just looking at page impressions is to use a website like bit.ly when you post links on Twitter or Facebook. Bit.ly shortens your links, but it also analyzes clicks. You can see how many people read your message on Facebook or Twitter and were interested enough to click on the link.
This post might have seemed a bit too obvious, but I hear about page impressions so much that I thought I would write a brief message.
~Olga Ball
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