BuzzMachine looks at online media evaluation drawing together some recent debate. Unlike similar efforts focusing on evaluating PR – there is no mention of advertising value equivalents – so maybe we can finally move away from that bogus measure.
What isn’t obvious here is that anyone commenting on online evaluation has read the extensive body of research on the topic of media evaluation that public relations scholars have produced. Surely this debate is one in which PR’s experience of trying to evaluate its activities is of more use that than of the advertisers?
There also seems to be little discussion of evaluation against objectives – BuzzMachine says we want is to reach “the right people by the right means.” This implies a user-focused goal based on identifying the right people but we also need to consider the purpose of reaching them. What outcome are we expecting as a result of such contact?