Measurement of pr effectiveness during the era of social media

Abstract

This article discusses the possible tendencies in the measurement issues of Public Relations campaigns, especially by using Social Media opportunities. Since many companies/institutions do PR campaigns spending their time, budget and efforts in order to gain avorable status in the society or to earn financial benefits, they certainly want to see to what extent their «drive» was successful or to learn the made mistakes, at least, to correct them in next stages and/or approaches. Currently, lots of huge business companies, educational institutions, and government organizations are using social media. However, their participation in the web is explained that they join to such kinds of networks mostly in order to be recognized among the people. Each activity in business companies, where PR does not constitute an exception, has to justify its existence and prove its purposefulness in this intensive world. This certainly requires the efficiency of PR campaigns to be measured on visible figures Through the messages, author tries to suggest some optimal methods of measure the efficiency of PR activities through the data given in social networks, which would be helpful for practitioners in this field, and the consumers.