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Too Many PRs Spoil Measurement June 21, 2010

Posted by billyburnettgbc in conversational PR, first impressions, new media, pr, search engines, SEO.
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What do you get when you put the leaders of five global professional measurement and evaluation bodies and 150 delegates from the world’s top measurement companies and PR agencies together in one room? According to @Sean376, a pile of S#@t, and I completely agree.

As you may be aware, the above “experts” all met this week at the second European Summit on Measurement in Barcelona to produce the first global standard of PR measurement. This is something that has eluded the PR industry since its inception; with various initiatives looking to deliver a universal framework to no avail, but perhaps the problem is that there is not a one-size-fits all approach.

This may be seen as slightly cynical, but in my experience no client, campaign or PR agency has ever been the same and measurement is a somewhat customised tool. For example, a common task set to us as a PR agency is to support sales, but even this could be measured in a multitude of ways:

  • Website traffic (for example, using vanity url’s to track inbound traffic generated)
  • Brand awareness (increasing share of voice and awareness amongst customers)
  • Sales increase (taking into consideration other marketing activities)
  • AVE (it has its merits when speaking to the CFO)
  • Attendance to launch event (public/press/celebrity)

I could go on but you get the idea. I think the main frustration of this initiative is not that they are attempting the impossible, as I feel some standardisation or best practices should be established, but that in 3-days a total of 7 common-sense principles were drafted.

I look forward to the rest of the industry’s reaction, but in the meantime you can check out the seven key principles on the PRWeek website here, or for perhaps if you are looking for a satirical view then check Sean’s post here.

David and Goliath: plus cela change? June 26, 2008

Posted by kewroad in ChaCha, Google, Mahalo, people-powered search engines, search engines, SEO.
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There used to be a time when everyone looked for a company that would take on Microsoft. But now that’s old hat, and everyone’s rooting around looking for a company to take on Google.

Despite the claims to the contrary, that company isn’t Mahalo. Nor is it ChaCha. Sure, the people-powered search engines have passionate user bases to create topic guides. And the results are meant to be more trustworthy than Google, which is algothrym-based.

The question is, will the SEO industry change the status quo, given their entire industry is built around Google? With the financial interests at stake, it’s safe to assume not.

But that doesn’t necessarily mean that Google will inhibit the internet’s evolution. Given Google’s propensity to implement new services, it could be just a matter of time before it implements its own people-powered search engine user base.

So whilst companies like Mahalo and ChaCha might not make the history books for taking on Google, they might make it for influencing what Google becomes in the future.