Why Buzzfeed values engagement metrics—and so should you
Up your PR game using BuzzFeed’s measurement mindset, which adjusts depending on content type, desired audience behavior and changing consumer tastes.
We’re seeing the rise of metrics that matter.
I recently read an article in Fortune titled “BuzzFeed: Days of Counting Pageviews and Unique Visitors Are Over“ that made my PR engineering heart jump with joy.
In the piece, media and tech beat writer Mathew Ingram examines how BuzzFeed is shifting from so-called fuzzy metrics—such as unique visitors or subscribers—to more engagement-driven metrics that align with the unique goals of specific content.
If media giants such as BuzzFeed are making this move, PR can’t be far behind. This is one of the smartest shifts the comms world has seen.
Not only will BuzzFeed be better able to gauge the effectiveness of its output (which is the first step toward optimization), but it will also have a clear picture of success. Isn’t that what we’re all after in the end?
Here are a few key takeaways from the piece, plus how you can supercharge your PR game using the BuzzFeed measurement mindset:
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