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Mike Ronson mikedronson@gmail.com @mRonson

USING DIGITAL ANALYTICS TO FORMULATE MEDIA STRATEGY

I had taken it upon myself to develop a forward thinking media strategy based on web and social analytics in order to explore new options in allocating billable hours towards media relations. The factors I decided to use as quantitative indicators for evaluating media outlets were: 

Social Reach  The sum of a given digital entity’s followings across all social channels Why: This represents the total possible reach of social content containing links or mentions to a client story

Moz Domain Authority  Domain Authority represents Moz's best prediction for how a website will perform in search engine rankings Why: In Google Search, it is advantageous for your client’s story to appear on the first page of results

MozRank of a Home Page  Pages earn MozRank by the number and quality of other pages that link to them. The higher the quality of the incoming links, the higher the MozRank.

Why: MozRank is a great indicator of the quality of websites where your client’s story might be shared from its original location

Once this data had been collected it was a matter of developing a system to rank and visually display the media outlets relative towards each other. 

I employed standard deviation the X axis and Y axis to show how much variation or dispersion from the average exists within the system. The size of the bubble representing the media outlet is determined by Social Reach.

(Click for enlarged photo)

You can see in the chart above that “Outlet D” has the second largest social reach, the second highest domain authority, and the best MozRank of its homepage. All of these factors make “Outlet D” the ideal media outlet to place a client story. Using this system one can develop an objective media strategy and, more importantly, justify the strategy to a client using analytics.


Using Digital Analyitcs for Media Strategy