If there’s one thing that PR people like, it’s seeing where they come on a performance table. I guess we do it so much for other companies, we get a little bit excited when people rank us. Personally, I’m not generally a fan of these things, unless they’re based on firm facts that are difficult to manipulate (like turnover stats or profitability).
So when I was sent a press release from Sociability about the top global PR agencies’ social media performance, I tried not to jump to conclusions before I saw it. After all, the old adage, ‘you can’t manage, what you don’t measure’ is true enough.
The Global PR Network Social Scorecard ranks agencies based on their “social media effectiveness, power and engagement”. And I have to say, the microsite is well executed, with the ability to drill down and compare agencies head to head.
That said, I’m not entirely in agreement with the methodology as assumes that the best measure of being a ‘social’ agency is to have a website, Facebook, Twitter and YouTube presence. Agencies might not want to have a Facebook presence (it’s not often that useful in a B2B context) and other networks are available (Google+, Pinterest, LinkedIn etc.). It’s also biased towards the bigger agencies, but that’s symptomatic of it being a global survey and based on the Holmes Report rankings.
I did ask Niall Cook from Sociability about these things on my G+ page and he said that they are hoping to add Google+ in due course, while LinkedIn “doesn’t have enough useful data to contribute effectively to all the different areas that our model looks at”, which is an insight in itself.
Still, it’s worth a look, so check out http://pr.sociagility.com to see where your agency appears.
Notes on Sociability’s analysis:
Sociagility’s PRINT™ methodology – the same as is currently being used to track the performance of Olympic sponsors on the London 2012 Social Scoreboard – has been applied to the leading PR networks in the Holmes Report Global PR Agency Rankings 2012. This proprietary system underpins the firm’s range of social media planning and measurement services, which can be licensed by agencies to inform and demonstrate the value of social media campaigns for clients.