There is a report that arrives on Monday mornings across the industry. It counts impressions. It counts mentions. It counts, in the aggregate, the volume of the previous week.
It answers a question nobody in the room is really asking.
I.The four measures
- 01Reputation — how the organisation is understood by the audiences that matter.
- 02Visibility — where it appears, in whose company, on whose terms.
- 03Influence — whether it shapes the conversation, or merely joins it.
- 04Business impact — the decisions the work made possible.
None of these are new. All of them are harder to count than impressions. That is precisely why they are worth counting.
