Category Archive for: Metrics

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…

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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,…

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How to Build a Data-Driven Public Speaking Program

We’ve covered the basics of public speaking here on the SHIFT blog before. However, many speakers still feel unprepared when facing an important event or talk. How can we better be ready for key talks and events? Rather than just wing it or have a purely canned talk that may not be relevant to the…

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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…

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State of Social Q1 2015: 40% of Facebook users are mobile-only

Facebook released its earnings report for Q1 2015, with the latest updates to the largest social network’s statistics. Let’s see what changed! Growth Above, monthly active users (green bars) grew 3.37% quarter-over-quarter to 1.44 billion people. Facebook holds onto its title as not only the world’s largest social network, but the world’s largest virtual nation.…

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How To Use Google Analytics for Same-Day Content Promotion

One of the top questions in social media marketing (and content marketing in general) is, how do you know what content is worth promoting? Will a blog post go viral? Is a tweet less or more likely to work? Predicting the future is difficult, expensive work. It’s certainly possible, using predictive analytics, to get a…

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Google Analytics 101 for Hospitals and Healthcare

Maryalicia asked about how you might use Google Analytics for a hospital: What a terrific question. As a Google Analytics Certified Partner, we’re happy to share how Google Analytics can integrate into healthcare and hospitals. Think about what things hospitals measure in terms of marketing. At the top of the funnel, hospitals generally look for two kinds…

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Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Digital has been in SHIFT’s blood for over a decade, from being one of the first agencies to embrace social media to creating the social media press release and social media newsroom. One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure…

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Should you issue press releases to win at Google News?

Should you issue press releases to win at Google News? Last week, Reuters reported the following: A little-noticed change in the way Google selects search results has allowed company statements to top the list of news links shown when users search for information on businesses. The measure may cost news publishers web traffic and risks…

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How will you measure the name of your company?

Brands we recognize by their symbols and letters alone are many when the brand is well established or has been around for years. When establishing a new brand, names need to be easy to remember and recall in conversations and in times of recommendation. As a result, many businesses have opted to choose single words that…

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