Do you use Google Analytics, and if so, what for? Many people assume it’s purely about measuring web traffic, but nothing could be further from the truth.
A brand new guide has just been published by the Chartered Institute of Public Relations’ Social Media Panel (@CIPRSM) on this exact topic and I thought I’d share it with you.
In the last two years Google Analytics has turned into a universal measurement and evaluation platform looking at both digital and offline environments.
Let me tell you more – the guide focuses on how the tool can be used for public relations measurement and evaluation and has been written by #CIPRSM member and CIPR trainer Andrew Smith MCIPR, @andismit.
Google Analytics provides powerful insight into the economic contribution of all PR and comms activity in both commercial and non-commercial environments.
They can also measure mobile app usage and enable you to identify the indirect and direct contributions of different channels and activities.
What’s in the guide?
The guide is intended to give public relations practitioners insight into how Google Analytics can be used as a broad-based measurement platform to help better demonstrate the value of PR and communications activity.
Congratulations to Andrew and the panel for yet another cracking piece of work.
I have been a member of the CIPR social media panel for the past two years and worked alongside them to co-write two books: Share This and Share This Too: Social Media Solutions for PR Practitioners (Wiley 2012 and Wiley 2013). My chapters focused on corporate communication, internal communication and employee engagement, drawing links between these areas and social media use.
As I am now preparing to start my maternity leave at the end of the year when my babies are due (yep two – I am expecting twins), I’ve made the decision to step down from both the panel and the CIPR Inside committee.
However I am very much hoping to return to both post-maternity leave, and will continue to keep you updated on all the good work both the panel and committee are doing.
There are some Social Shorts sessions coming up from the panel which are well worth checking out. Plus I am looking forward to attending the annual Internal Communication conference on 2 October organised by the CIPR Inside Committee. Tickets have sold out but there is a waiting list.
For a complete round-up of all the events I’m aware of, see my comms calendar.
As promised, here is the guide, enjoy!