Today, two welcome developments came about in PR measurement and evaluation.
1. AMEC unveiled its new Measurement Maturity Mapper (or the snappier M3 for short) - a free tool to help businesses with measurement and evaluation planning.
2. Instagram announced, as of today, a machine learning update will help purge the platform of bots and manipulated metrics in the fight against fake engagement.
Measurement Maturity Mapper
Unveiled at a joint AMEC and PRCA conference in London, the Measurement Maturity Mapper is essentially designed to 'measure the measurement'. Made up of ten survey questions, there are two ways PR teams can use the new tool.
First, to appraise the effectiveness of their own measurement over time or client vs client; and second, to see how they measure up to the competition as a benchmarking exercise -using data pooled from across the industry. All data submitted to the wider M3 database will be completely anonymised.
“Without data you're just a person with an opinion.” ~ W. Edwards Deming
This means the more agencies and in house teams that use the M3 mapper, the more accurate and robust it becomes as an industry-wide benchmarking tool. Neat eh?
Instagram cracks down on fake engagement
A new machine learning update has seen Instagram identify and remove fake user accounts and manipulated metrics on the platform generated by third-party apps.
“People come to Instagram to have real experiences, including genuine interactions. It is our responsibility to ensure these experiences aren’t disrupted by inauthentic activity.” ~ Instagram
It’s hoped the crackdown on inauthentic likes and follows will help combat security threats posed by such apps, as well as decreasing trust in social media amid the spread of fake news.
The move comes after other social networks took a harder line on paid-for engagement earlier this year. In July, Twitter similarly undertook a fake follower purge, removing 70 million fake or inactive accounts from its platform.
Want to share your thoughts on any of the above? I’m always interested to hear feedback on the blog so please get in touch via the comments section below, email me at clairesimpsonpr [at] outlook [dot] com or drop me a line on social media.