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Between Twitter, Facebook, LinkedIn, Google, Yahoo, AOL and YouTube, Snapchat only outperformed AOL in terms of ROI, scoring a 3.43 out of a possible 8 points, according to the survey (AOL scored a 2.88). Google (6.98) and Facebook (6.72) led the pack, performing nearly twice as better than Snapchat, RBC said.

1,600 marketers were surveyed in an attempt to gauge the pulse of the digital advertising industry. The sobering news underscores the uphill battle Snapchat faces as other platforms like Facebook-owned Instagram and Messenger mimic its features.

Marketers cited increased competition from Instagram, difficulty measuring key performance indicators, poor targeting and a decrease in both user engagement and open rates as reasons why their ROI with Snapchat decreased

PTAT brings everything together by measuring all of the individual Facebook users who have engaged with a page’s content and created a “story” in their News Feed and their friends News Feeds in the past seven days.

Prior to the introduction of PTAT in the Fall 2011, most marketers relied on a mashup of metrics – including the number of Likes, active users, comments and other performance indicators – to measure the health of their page.

According to Facebook the different types of stories measured in your PTAT score include: Liking your page Liking, commenting on, or sharing your page post Answering a Question you’ve asked Responding to your event Mentioning your page Tagging your page in a photo Checking in or recommending your place

Effective public relations has two primary outcomes: awareness and trust. We measure awareness in a variety of different ways: The gold standard is properly done, continuous market research and surveying, such as unaided brand recall, purchase intent, and recommendation intent Digital metrics include branded organic search and new user traffic but these are secondary because they don’t help explain the impact of PR as well Open-ended awareness questions on intake forms (digital and traditional) Trust is measured through market research and measurement systems like Net Promoter Scores