The idea of using AVE (advertising value equivalent) calculations for measuring the benefits of social media gets a general thumbs down over on the PR Week website where there’s a feature looking at this question.
My comment on it was:
Social media doesn’t perform one task; it performs many – marketing, customer service, PR and more. You can’t collapse all of those different impacts into one measure.
You can read the full piece here and some background on AVE in the piece I did for Reputation Online.
Keep up with the latest news and analysis
about the Liberal Democrats with my
free monthly email newsletter.
I scour hundreds of blogs and dozens of media outlets for the best news and analysis - so you don't have to. It's completely free and you can leave the list at any time. So why not give it a try today?
You might also be interested in...
