Category Archive for: Metrics

best of q2

SHIFT Archives: The Best of Q2 2016

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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What is Data-Driven PR, Part 3: Defining Data

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a…

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State of Social

State of Social Q3 2016: LinkedIn Flattens Out

While LinkedIn has technically been purchased by Microsoft, the transaction has not closed yet. Thus, for at least this quarter, we have updated numbers about the company’s social network. We do not expect discrete data to be released by Microsoft in its earnings reports, but they may pleasantly surprise us. Let’s see how LinkedIn fared…

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marketing analytics

Fix What’s Most Broken In Your Marketing Analytics

How much data do you analyze in your marketing and communications programs? How much data do you simply let slip away, like sand through your fingers? Consider what we have at our fingertips: Social media data by channel, such as Twitter, Facebook, YouTube, and more Website analytics data from Google Analytics Media data from publications…

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Measure Your PR Success

How to Best Measure Your PR Success

The close of the year is quickly approaching. With that brings trade show season (Oracle Open World, Dreamforce and AWS re:Invent, oh my!), executive predictions on what 2017 will bring, and the often-dreaded End of Year reporting exercise. PR teams have long deplored the challenges of how to best measure your PR success and effectively report program…

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Press Releases Don’t Work

What occurs a thousand times a day but is rarely noticed? The answer: public relations professionals publish a press release. SHIFT Communications delved into the raw Google News database of millions of news stories per year to extract just press releases. What we found amazed (but didn’t surprise) us: Last month, for the first time…

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State of Social

State of Social Q2 2016: LinkedIn Bought by Microsoft

LinkedIn, the premier business-focused social network, is no more as an independent company. In June 2016, Microsoft purchased it for $26.2 billion, one of the largest social network acquisitions ever. While LinkedIn will continue to operate as a social network, we expect this to be one of the last State of Social reports on the…

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Digital Advertising Performance

Digital Advertising and Public Relations, Part 5: Advertising Measurement

Public relations professionals often make mention of the concepts of earned, owned, and paid media. However, when they begin to talk about media, they quickly brushed past paid media. Ignoring paid media is a capital mistake; doing so ignores a body of strategies and tactics which complement and enhance the power of earned media and…

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What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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Google Data Studio for PR Professionals

At the recent Google Performance Summit, Google announced its new Data Studio product for everyone. Data Studio is Google’s new dashboarding product, helping marketers to visualize and share data. Should PR professionals examine Data Studio? What’s in the Box? Data Studio is available in the US only for now; expect it to be more widely…

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