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February 4, 2013
A Digital PR Sourcebook: Tracking Social Media
Here's a sourcebook from Andrew Gothelf at radian6 for tracking and measuring a social media PR campaign. Much of it will be familiar and intuitive to PR people — it amounts to the "digitalization" of strategy and tactics. But it's useful guidance and indicates how digitalization is evolving in public relations, not capsizing the field. Goals and objectives will always be the paramount starting point, as they are here. And, of course, there's evaluation as the campaign proceeds.   

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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