PRSA 2009

PRSA09: Social Media Measurement – Katie Paine on Establishing ROI

The first day of the 2009 PRSA International Conference in San Diego kicked off general sessions today.

One session I’ve really been looking forward to was the one on social media measurement featuring Katie Paine of KDPaine & Partners. She started the audience off with some numbers, that we all might find useful:

  • 48% of respondents to a PRWeek study said that they were moving money from advertising to social media – only 18% said they were taking money from PR
  • 78% of people trust peer recommendations, 14% trust advertising
  • 91% of Inc 500 companies are using social media
  • 38% aren’t monitoring their brand, product or reputation in social media

Next, the audience had to grapple with the idea (read truth) that it’s the end of measurement as we know it. Here are ten supporting facts: