Last updated on Jul 10, 2024

Here's how you can gauge the impact of social media efforts in PR using feedback.

Understanding social media's role in public relations (PR) is crucial for gauging the success of your communication strategies. With the digital landscape constantly evolving, it's important to measure the impact of your social media efforts through feedback, which offers direct insights into audience engagement and perception. By analyzing feedback, you can refine your approach, ensuring your PR campaigns resonate with your target audience and align with your brand's goals.

1 Feedback Types

In PR, social media feedback can be categorized into quantitative and qualitative data. Quantitative feedback includes measurable data like likes, shares, and follower counts, which provide a surface-level view of engagement. Qualitative feedback, such as comments and direct messages, offers deeper insights into audience sentiment. Together, these feedback types help you understand not just how many people are reached, but how they are reacting to your content.

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Loredana Flores

Brand Lead | Content Strategist | Marketing Manager | Social Media Expert | Influencer Marketing Manager
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You can gauge the impact of social media efforts in PR by analyzing engagement metrics like comments, shares, and likes, and by soliciting direct feedback through surveys and sentiment analysis.

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Eddie Tabakman 🎙️

Eddie the Media Trainer 🎙️
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On top of the value of quantitative and qualitative feedback, keep an ear to the ground about what your network is telling you in person about the content you're creating. Is it helping you achieve the goals you've set? Are leads commenting about how they resonate with what you've posted? Are partners talking about how much they like your content? To me, those are terrific signs that you're moving in the right direction and should keep doing what you're doing.

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2 Analyze Comments

Comments on social media are a goldmine for PR professionals. They reveal what people think about your brand in real-time. By regularly reviewing comments, you can identify common themes, questions, or concerns. This qualitative feedback can guide content creation, helping you to address your audience's interests and needs more effectively. Analyzing comments also allows you to engage with your audience, showing that you value their input and fostering a sense of community.

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Imtiyaz Shaikh

Top Voice | Digital Marketing | Social Media Marketing | SEO | Content Strategy | Brand Management | Storytelling | Project Management | Growth Strategy 📈
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Know what you're being talked about 🤧🤞🏻 - Social media comments provide real-time insights into brand perception. - Regularly reviewing comments helps identify common themes, questions, and concerns. - Qualitative feedback guides content creation to better address audience interests and needs. - Engaging with commenters shows you value their input and fosters a sense of community.

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3 Monitor Shares

Shares are a powerful form of feedback indicating that your content resonates enough with someone that they want to spread the word. Monitoring which content gets shared the most can inform your future PR strategies by highlighting the topics and formats that best capture your audience's interest. Additionally, tracking shares can help you identify brand advocates and influencers who can amplify your message.

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4 Engagement Metrics

Engagement metrics like likes, reactions, and click-through rates are essential for evaluating social media performance in PR. High engagement rates typically indicate that your content is compelling and relevant to your audience. By analyzing these metrics, you can determine which types of posts generate the most interaction and adjust your content strategy to maintain or improve engagement levels.

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Aryan Chaturvedi

LinkedIn Top Voice | Growth Strategist | PRO to Chancellor & Branding Strategist at Nims University
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Using these tools helps you understand your audience’s preferences and refine your PR strategies to maintain or increase engagement. - Google Analytics: Tracks traffic and CTR from social media to your website. Hootsuite: Monitors likes, comments, shares, and CTR across platforms. Sprout Social: Provides detailed engagement reports and audience insights. Buffer: Analyzes likes, shares, comments, and CTR to optimize content. Socialbakers: Offers engagement metrics and competitor analysis. Twitter Analytics: Tracks likes, retweets, and mentions. Facebook Insights: Provides analytics for page posts, including reactions and CTR.

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5 Sentiment Analysis

Sentiment analysis involves assessing the tone and emotions behind social media feedback. This can be done manually by reading through comments or using specialized tools that categorize feedback as positive, negative, or neutral. Understanding sentiment helps you gauge public perception of your brand and can alert you to potential PR crises before they escalate.

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Eddie Tabakman 🎙️

Eddie the Media Trainer 🎙️
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I would argue that you don't need to worry about sentiment analysis until your presence gets much bigger. If the overall sentiment feels positive / supportive of what you're doing and saying, that's enough of a signal, in my opinion. In my WORST videos, I've had 50% of people agree and 50% vehemently disagree with my take. And it still got incredible engagement and views. That's just the nature of the social media game.

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6 Direct Feedback

Direct feedback through messages or emails provides an unfiltered view of your audience's opinions. Unlike public comments, direct feedback is often more detailed and personal, offering valuable insights into individual experiences with your brand. Paying attention to this feedback can help you tailor your communication strategies to better meet your audience's expectations and build stronger relationships.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Public Relations

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Here's how you can gauge the impact of social media efforts in PR using feedback.

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1 Feedback Types

2 Analyze Comments

3 Monitor Shares

4 Engagement Metrics

5 Sentiment Analysis

6 Direct Feedback

7 Here’s what else to consider

Public Relations

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