Rebekah King is the Consumer Communications Manager at Kelley Blue Book and as a panelist at the Vocus event on the topic of reporting and ROI said she “reports to management in context. How will they understand, approve and continue PR and Social Media unless there is context to the reports and they are comparing the apples to apples impact as compared to other marketing functions and tactics. I say its nice out – my boss will ask what does that mean – what is the context – so I have learned to report that it is nice out which is great because yesterday it was rainy. It was a challenge at first but it is a beautiful gift to think this way and report out to management in context now.”