Be More Social than Media: 5 Strategies for Diversifying Social Media MonitoringPosted by Michelle (Haschka) Wright on June 30, 2010 at 2:28 PM
We talk a lot about listening in social media. Why it's important, how to start a listening process, who should be doing the listening, etc. Those are all important questions. But don't forget to ask one more seemingly simple question: What am I listening for? Company and brand mentions, most certainly. But you shouldn't stop there.
1. Industry trends
Look for conversations related to your industry, company growth areas, new products areas or technologies where you're investing.
Seek out discussions related to events where you're presenting or attending.
3. Research results
Keep an eye out for research that's relevant to your company or business unit, especially if it supports the work you're doing.
4. Company content
When you appear in a media article, distribute a news release or complete a case study or white paper, look for related conversations where this content may be of interest
People often turn to social media to answer their questions, however, questions may not mention your brand specifically, instead they'll probably ask a broad question - looking for a new cable provider, any recommendations? What are the latest developments in business intelligence software?
"Social" is the crux of social media, and people want to hear from people. As you broaden the scope of your monitoring program and social media interactions remember that it's important to be approachable, helpful and transparent about your company affiliation.
So, what are you listening for? Do any of these "types" stand out as opportunities? What's missing from your list?
Photo credit totalAldo
Beyond Clips, Clicks & HitsPosted by on April 5, 2010 at 9:34 AM
What's the Value of Your Marketing and Communications Investments?
During a challenging economy, every dollar spent on marketing and business communications is open to scrutiny. So measuring the effectiveness and impact of these programs is more important than ever.
Yet even with today's advanced technology and tools, many organizations aren't sure how to determine the value, effects and relative return on their communications efforts.
This presentation offers a fresh perspective on communications measurement including insights on the best strategies, methods and tools to help you calculate the value of your communications investments - and make the most of your marketing spend.
The Webinar is also archived for viewing.
Measuring The ValuePosted by on June 17, 2009 at 12:43 PM
Last week we met with a combined group of finance and marketing executives to discuss the value of financial and marketing communication investments.
Originally inspired by a finance exec asking about the "ROI of Marketing," the discussion during the SlideShare presentation below focused on:
Share your thoughts ...
Measurement -- Science Happens in the Second YearPosted by Matt Kucharski on May 20, 2008 at 6:51 AM
Interesting pespective on measurement from Steve Knipstein (currently with Cushman Amberg public relations in Chicago but soon to be with Life Fitness) and Steve Shannon from Burrelle's Luce here at the PRSA Counselors Academy Spring Conference.
The presenters and audience agreed that, with PR measurement, the science really happens in the second year. The first year is all about establishing the benchmarks -- where we're at today. There's value in that, but not nearly as much value as in the second year -- when you can do some comparisions and find out where things are moving ahead and where they're not.
This is a much healthier philosophy toward measurement. Instead using measurement solely for justification of next year's budget and agency performance -- look upon it as a way to establish a baseline for monitoring the ongoing effectiveness and health of the program. You'll likely have more meaningful dialog with senior leadership and a much better long-term program.
Kistle podcast on communications researchPosted by Bob Brin on October 31, 2007 at 8:41 AM
In this podcast for IABC, our very own research enthusiast David Kistle previews his talk at the IABC/Cision Research & Measurement conference in New York, November 11/14-16. He discusses communications research whys and gives us the short story on a case history he'll share at the conference. David's interview with Shel Holtz is the last half of the podcast so you can just slide the bar on your player to jump to it (not to neglect the first half of the interview about going green).