Measuring the effectiveness of a digital campaign seems to be the hot topic on everyone’s lips right now – and the sheer number of ‘professionals’ claiming to possess the perfect programme or tool to help measure success is staggering. In the last two months of 2009, I received over 30 calls, emails or meeting requests from companies offering digital PR reporting of varying degrees. And the average cost? £1,500 per client per month. 

While there is no ‘one size fits all’ solution in measuring digital ROI, influence is one of the biggest key indicators. Ignore follower and fan numbers and look at messaging! Who’s talking about you, what are they saying and are they passing your messages on?

Forrester Research has provided a good breakdown of social technographics that define people according to how they use digital media. In their research, they break social media users into six categories ranging from Creators through to Inactives and clarify how each category can be influenced using social media tools. In order to determine which category your target demographic falls into, use their widget which can be found at http://www.forrester.com/Groundswell/profile_tool.html. Plug in the details of your target market and you’ll see the breakdown in what appeals to them in the world of social media.

Every campaign is unique and your measurement tools should reflect that fact. Online PR has exploded because users want to use the Internet in a way tailored to their needs. And just like the user, digital PR campaigns are going to need bespoke measurement tools and reporting parameters to work effectively.