Your December 2020 Communications Measurement Reading List

Santa needs to keep up on his communications measurement reading list too.

Ho, ho ho! As always, there is just too much communications measurement news and information to keep up with. So we help out with this communications measurement reading list. In between enjoying the holiday lights and festive Zoom gatherings, take a look at the most interesting items to have come down our chimney recently:

Industry news

Meltwater IPO makes millions for founder and executive team
“Global news monitoring business Meltwater has listed on the Euronext Growth Oslo, Norway. The IPO on 2 December raised gross proceeds amounting to NOK 3,480 million (approximately A$536 million).” Monitoring customers beware: Meltwater has a reputation for pushy sales tactics, promising more than they deliver, and a clunky platform.

5th Annual Social Trends Report
“Based on a survey of 11,189 marketers in Q3 2020, the report features insights from primary interviews with dozens of industry specialists, as well as published reports and data:

  • Customer acquisition is social marketers’ top goal: 73% of all marketers ranked “increased acquisition of new customers” as their top outcome for social in 2021…
  • Instagram reigns: More than half of all businesses (60%) are planning to increase their Instagram budget… almost half are planning to do the same for Facebook, YouTube, and LinkedIn. 
  • Social data builds confidence: 85% of organizations that integrate social data into other systems have confidence in their organization’s ability to accurately quantify the ROI of social media.”

Public Relations Tools Market is Rapid Growing with COVID-19 Impact Analysis, Top Companies Outbrain Inc., Business Wire Inc., Meltwater, Inc., Prezly., Market Size, Share, Growth, Trends, Forecast To 2025
The Courier
“A Global Research Report called Public Relations Tools Market was recently published by Market Research Inc. to provide guidance for the business. The report includes the latest coverage of the impact of COVID-19 on the Public Relations Tools Market.” 

Live-streaming drives Singapore’s e-commerce growth
“A new joint study from media intelligence firm Meltwater and e-commerce platform Shopee reveals how consumer behaviour and online commerce has evolved in Singapore this year during the pandemic.”

Measuring things you haven’t ever thought of measuring

Comscore Announces New Agreement with Anzu for Mobile In-Game Audience Measurement of Display and Video
Cision PR Newswire
Comscore announced a new agreement to provide Anzu, the world’s in-game advertising leader, with Comscore’s Validated Campaign Essentials™ (VCE®) and Comscore Brand Survey Lift™ solutions for mobile campaigns.

Internal communications

How to measure the efficacy of your channels
By Mike Kuczkowski in Ragan’s PR Daily
The client “…wanted a channel assessment with an investment plan for internal communications. We took a mixed-mode research approach: focus groups to understand what issues mattered most, stakeholder interviews to characterize the user experience, and a survey of more than 400 members of the field force to quantify it.”

NASDAQ Board Diversity Proposal, Woke or PR Stunt?
RMP Media Analysis
“…we can expect more sparring on the topic and its merits as we wind down for the year. But is it a Public Relations stunt? No, it is not and to refer to it as such is not just misguided it totally misses the point of Public Relations.”


Stronger PR reporting is hidden in keyword data
By Chris Dickey in Ragan’s PR Daily
How to use search KPIs to show the value of your PR placements.


A Communicator’s Guide to COVID-19 Vaccination
IPR Behavioral Insights Research Center
“…this in-depth guide [outlines] research, theories, models, levers, and research-driven recommendations to help ensure effective communication strategies for organizations worldwide. Along with 17 recommendation-driven key findings, the guide features research from more than 100 studies…”

Restructure Your Strategy for the Post‐COVID World
By Katie Paine in Non-profit Communications Report
“In a post‐COVID world, that means communications teams need a clear plan that involves working together toward a shared priority. ‘The pandemic has proven it’s more important to harness all of the tools in a single toolbox to achieve a goal rather than let everyone go their own separate ways.’ ”


MarketingProfs’ Top 10 B2B Marketing Trends and Predictions for 2021
A virtual roundup of ten marketing experts gives their take on trends and predictions that CMOs will need to be aware of to succeed in 2021.

How to profit from bad predictions
The Krehbiel Group
“Rather than thinking of them as things that might or might not come true, think of them as possible warnings from the future to make sure you’re prepared.” ∞

Photo by Jerry Wang on Unsplash.

About Author

Bill Paarlberg

Bill Paarlberg is the Editor of The Measurement Advisor. He has been editing and writing about measurement for over 20 years. He was the development and copy editor for "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, winner of the 2013 Terry McAdam Book Award.