Moving Past Coverage: How to Measure Your Social Media Program
Serena Ehrlich, Business Wire

Ask any communications practitioner what the measure of success is for their campaigns, and most often the response will be a list of well written coverage pieces shared aggressively across social channels. Guess what, social media pros - you've been doing it wrong.

Editorial coverage continues to be the most trusted content a company can generate to move people through their sales funnel. Trying to support company sales? Track mentions and coverage in industry publications read by your customer type. Supporting a merger? Monitoring discussions within financial circles will be required. While there are many parts of your program that are important, it is key to ensure your measurement program backs up your organization's goals. Read more.
How Narratives Can Reduce Resistance and Change Attitudes
Terry Flynn, Ph.D., McMaster University

This post is featured in the latest issue of the Research Journal of IPR. Volume II, Issue II is now available.

Persuasive communication is at the heart of public relations. While industry professionals continue to successfully change attitudes and behaviors, neuroscience research reveals the underpinnings of this communication.  

PR leaders use persuasive narratives to direct their audiences' cognitive resources toward processing the story's elements and away from resistance. The deeper an individual delves into the story, the less time and energy they have to actively oppose the message. Narratives allow communicators to convey a message easily within a story to change readers attitudes. Read more. 
 The Dark Side of Anonymous Employee Confessions on Facebook
Arunima Krishna, Purdue University & Soojin Kim, Ph.D., Singapore Management University

Facebook confession pages are unofficial organization-specific forums created for employees to vent with their colleagues. These pages are different from regular Facebook groups or pages because users can post their grievances without revealing their identity.

Anonymous confessions present a significant threat to an organization's reputation. On the other hand, organizations can use this as an opportunity to address the problems outlined in the posts and to minimize potential threats in advance. Read more.   
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