This document summarizes a workshop on evaluating communications effectiveness using social and traditional media. It discusses major research models, relationship measurement, primary and secondary research, sentiment analysis tools for social media monitoring, and challenges in measuring new and traditional media. It also provides an overview of social media usage in Asia and recommended tools for analyzing platforms like Twitter, Facebook, and the social web.
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Media measurement workshop
1. Evaluating Communications Effectiveness:Social & Traditional Media Workshop Lars Voedisch Managing Media Consultant, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv Georg Ackermann Media Lab Team Leader Dow Jones and Company georg.ackermann@dowjones.com @derackermann
141. Global agency research heads and US-based AMEC members Cision, VMS, Dow Jones and Burrelles Luce
142. Developed measurement principles, presented and agreed at this year’s AMEC European Summit on Measurement in Barcelona, together with the Institute for Public Relations (IPR)