SUBSCRIBE|SUBMIT NEWS|CONTACT US|ADVERTISE & RATES| AFRICA

Subscribe

free to biz newsletters

Bizcommunity.com - Daily Marketing & Media news
Africa
PR & Communications forums

Categories

Partners

Special sections

Lifestyle

Archives

Is there a way to evaluate web coverage?

5 May 2006 15:378 commentsBizLike
How do we realistically attach a monetary value to editorial placed on the web?
 
More options
BizLikeAdd to my favouritesSend to a friendPrint
< Back 
sarah
pls does anybody have a clue?-
This is a great question. Does anybody know? Maybe someone in the online publishing business? Posted on 9 May 2006 08:44
LikeReplyReport
Nadia
Support-
This is a big problem. If the online industry would like the continued monetary support from the media/marketing industry, they will have to come up with a simple method of evaluation. Posted on 9 May 2006 09:17
LikeReplyReport
christine
Yes, web coverage is easy to evaluate...-
..you just need to know where to look.

There are various methods of evaluating web coverage by utilising the many tools available online.

Two examples of tools that are useful in tracking online presence are Google Alerts and Technorati Tags. One of the more simpler methods is of course link tracking - including a referenced hyperlink from the article for example to the website and then following up in your web statistics how many visitors clicked through on that link.

Monetary value is difficult to quantify as it would vary for each client. Posted on 9 May 2006 12:23
LikeReplyReport
gsb
Evaluating Web Coverage-
Perhaps I'm being daft but it's kind of difficult to really grasp what you're trying to evaluate. Are you (a) assessing the performance of editorial within your own site or (b) trying to assess the online "noise" that your PR activity is generating?

If it's (a) then you should really be looking at a tracking package like webtrends. This will show you what your visitors are looking at and how they navigate your site.

If it's (b) then a few useful tools would be Google Alerts, alexa.com or simply type "link: www." which will tell you the number of links pointing to your site.

Provide some more detail and I may be able to make further suggestions. Posted on 15 May 2006 18:27
LikeReplyReport
Warren
Evaluating web coverage-
The solution is simple, yet taxing in terms of explanation.

I'll provide a general overview from a large portal point-of-view.

Assuming you are managing a portal/website and you have a sports editorial running in your sports channel.

You would need a stats package such as Webtrends or SiteCensys that will enable you to track the clickthrus to the editorial from any link on the website and will also be able to supply the number of page views the editorial piece has received. Over time you will have built a trends-based analysis of what type of content works well when linking from different parts of the website. This would help media planners immensely when planning a next campaign.

Of course this scenario yields no conversion rate. Take for example an online purchasing order, with a final confirmation page that has been specifically tagged. One could then track all entry points to the specific product or service being purchased and follow the trail until a successful purchase has been made. The number of clicks versus the total purchases (based on the tagging) will give you your conversion rate.

This is far more accurate and detailed and one is able to plan in greater detail an advertising campaign / editorial content piece.

I hope this has been even remotely informative. Posted on 15 May 2006 21:01
LikeReplyReport
kelly
monetary value-
the debate rages on - it's almost impossible to assign a monetary value to web editorial given the problems around the stats. from an advertising/editorial perspective the ethical way is to do it on a one-for-one basis (eg equivalent cost of advertising)

we track our online editorial through ewatch - it definitely provides the best/most cost effective service for letting you know about stories in real time but it doesn't give you values. Posted on 21 Jun 2006 17:59
LikeReplyReport
Yes there is-
This is a very general question asked with very little detailed given. Is this editorial placed on your own website or even pointing to your own website? What type of website do you have and are you actually tracking your conversions already? These are some of the questions that needs to be answered. In some cases you will not be able to place a monitory value on it for example if you do it for branding purposes etc. without a call to action accompanying it.

If you have a online business or a website that are designed well you should be able to determine your cost per conversion if you have proper traffic tracking tools like Omniture or even Google Analytics. That way you can also track the amount of traffic you receive from the source of the publication and actually calculate the value of the editorial.

Evaluate web coverage? Well, where is your market, there are companies like Hitwise that can assist you with comparing your media mentions etc. with your competitors based on specific countries. Posted on 23 Nov 2006 13:52
LikeReplyReport
That is a tough one-
Another place to speak with other professionals interested in measuring Web coverage is at http://www.publicrelationschat.com Posted on 21 Dec 2006 18:46
LikeReplyReport
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. libel, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.
Submit a Forum

Top stories

Most Valuable African Nation Brand 2012 announced
Airtel to invest in Rwanda
 Digital marketers respond to Google+ 'Hangouts on Air' roll-out [Wikus Engelbrecht]
More Top stories news...

Contributors

Industry news

More industry news...
Advertise & RatesMy AccountSubmit job ad
Contact UsSubscribeList company
Submit newsCreate profileSubmit event
Contribute articleMy CVSubmit gallery
Press office signupRecruiter signupMore...
Follow us:


Subscribe

Receive free email newsletter

Make us your homepageAdd us to your favoritesRSS feedGet biz on your phone

Invite

Tell a friend about us

CONTACT US | ABOUT US | SEND US NEWS | ADVERTISING RATES | | +27 (0)21 680 3500 | +27 (0)11 612 3003

ADSL & Web hosting proudly provided by Afrihost. All rights reserved. © 2012. Bizcommunity.com, its sponsors, contributors and advertisers disclaim all liability for any loss, damage, injury or expense that might arise from the use of, or reliance upon, the services contained herein. Privacy policy, Terms of Use, PAIA.