Category Archive for: Analytics

New eBook: Google Analytics Basics for PR Pros

Leads are important. Sales are important. Think PR has nothing to do with either one? Think again. PR may not have the ability to directly impact sales, but it can help. Google Analytics can show you how. We’ve stressed, time and time again, on this blog how important measuring results and the impact of PR…

Read More →

Getting a READ on social media influencers

Influencers is an incredibly nebulous term, yet it’s a focus for so many PR programs. Who is influential? What constitutes influence? While we could have lengthy philosophical debates about the nature of influence from Aristotle to today, such discussions tend not to give us operational frameworks for getting work done. Compounding our confusion about who…

Read More →

Fix Google Analytics Referral Spam

Attention Google Analytics: you have a problem that desperately needs your attention. Referral spam is getting out of control and messing with the data we gather for ourselves and our clients. That valuable data is used to make business decisions, and referral spam is affecting that data. While we wait for a permanent solution from Google, we’ve…

Read More →

Why automated sentiment analysis is broken and how to fix it

One of the most difficult challenges reporting and analytics face in public relations measurement is sentiment analysis. Machines attempt textual analysis of sentiment all the time; more often than not, it goes horribly wrong. How does it go wrong? Machines are incapable of understanding context. Here’s why. Machines are typically programmed to look for certain…

Read More →

Does social media sharing matter?

On virtually every site you visit on the Internet, you’ll find social media sharing icons. Share! Pin! Tweet! Like! Do these activities matter? Does all of that sharing create any kind of tangible benefit for the site? Instinct would say yes, but we cannot run a marketing department on instinct alone. To answer this question,…

Read More →

Should you stop using hashtags in social media content?

Do hashtags matter? This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Should social media managers be skipping the hashtag? Rather than guess, let’s take a data-driven approach. Before we dig in, a bit on our methodology. SHIFT examined the social media engagement of posts from the Fortune 10 companies…

Read More →

How to use Twitter Audience Insights for Marketing

Twitter just rolled out its Audience Insights tool to all Twitter Analytics and Ads users. How can it benefit your marketing and communications program? What It Tells You Inside Twitter’s Audience Insights, you’ll find some very familiar data points, assuming you’ve worked with other demographics tools. Currently, you can broadly look at all Twitter users…

Read More →

The Top 5 Skills That Young (And All) Communicators Should Develop

One of the more enjoyable elements of being an executive in communications today is that my work brings me into contact with a wide variety of individuals. Whether it’s participating in webinars, interacting with people online, or speaking at industry, company or academic events, I meet people who are at varying levels of comfort with…

Read More →

Don’t Forget: Google Analytics Basics for PR Professionals

We talk a lot about Google Analytics at SHIFT – both on the blog and as we integrate it as an important tool for client projects and campaigns. We want to share some more of our Analytics knowledge with you in our free eBook on the topic. Few digital marketing tools are more widespread and…

Read More →

Social Media Game of Thrones: A Song of PR and Social

In early 2007, SHIFT CEO Todd Defren commissioned a map of the social media world to better visualize the social media landscape. This was a simpler time, when MySpace ruled the social media sphere and people still blogged heavily on services like LiveJournal. Click for full-size image Today, the world is radically different, and thus…

Read More →

Back to Top