Tag Archives: Analytics

2013: The Year that Social Media Will Run out of Kool-Aid

Social media strategies must be based on the unique structure of your own community.

Will this be the year that social media marketers stop "drinking the Kool-Aid?" (Photo courtesy of zombieite on Flickr)

Anyone who operates within the social media space knows all too well “the bandwagon effect” that new platforms and pundits’ prognostications can have on the entire ecosystem.  A new tool is released, a different approach to a standard procedure is introduced, predictions abound of what direction the industry is headed in, and advice on how to maximize your social media efforts are as common as spilled popcorn on a movie theatre floor. Those that blindly follow advice without critical examination or thinking of the nuances of their own communities are often referred to as “drinking the Kool-Aid.”Read the rest of this entry

Social Media ROI

I struggle with ROI in the social sphere, as I’ve talked about before. Google has taken a huge step forward this week in measuring the ROI of social media, as it announced the first concrete effort at valuing efforts in this arena. The three main reasons Google made this change (from the Analytics blog):Read the rest of this entry

Put Away the Toys, It’s Now Time to be Accountable

‘Tis the season for predictions. I always enjoy this time of the year, reading and listening to what industry professionals and talking heads project will be the hot topics for the next year and what everyone should be looking at and concentrating on for success. I have read a lot of articles that speculate whatRead the rest of this entryRead the rest of this entry

Reducing Attribution Uncertainty

I’ve talked about measurement’s unsolvable problem before. Attribution is quite impossible with all of the complex and untraceable connections between our offline and online lives. That being said, there is still plenty you can do to reduce your attribution problem. While you won’t be able to give credit to each and every piece of marketingRead the rest of this entryRead the rest of this entry

Searchmetrics: A Tale of Two Visibilities

Last month I wrote about a demo of Searchmetrics Essentials, and this weekend I had the chance to get a first-hand look at the dashboard. Essentials looks at the connection between social and search data, particularly SEO. Take the chart below, for example. This shows Social Visibility for individual blog posts from PRBreakfastClub.com. Social VisibilityRead the rest of this entryRead the rest of this entry

Marketing Mixers May Need a Cooking Lesson

Lately my boyfriend and I have been getting into cooking. Nothing terribly fancy just yet, but we’ve been cooking homemade meals every night for a couple months now. Whenever we select a new recipe, I try to read a few reviews and get a sense of what worked and what didn’t from others. Maybe theRead the rest of this entryRead the rest of this entry

PR Needs a Moneyball Makeover

Even though The Lion King in 3D topped the box office this weekend, I raced to see the new Brad Pitt flick, Moneyball. I read the book on which the movie is based when I was in college just getting into PR and measurement. (If you haven’t yet read Michael Lewis’ book, Moneyball, I highlyRead the rest of this entryRead the rest of this entry

Lazy Marketers and Faux Measurers Make Us All Better

Hear me out. The other day, Jay Baer wrote a blog post that made my blood boil. Absolutely boil. I’m sure my eyes bugged out at my desk, and I think I may have cursed a few times while reading it. But you know what? It made me think. Hard.  As did the comments, soRead the rest of this entryRead the rest of this entry

Attribution: Measurement’s Only Unsolvable Problem

Education. Time. Budget. Resources. Foresight. Successful measurement and analysis is prone to numerous roadblocks. (What did I miss?) The big upside to the four problems I named: in an ideal situation these problems can be solved:Read the rest of this entry

Measurement Granularity Depends on your Goals

Sometimes I find myself thinking (and talking) in circles about measurement. Often when I get going on a new project or concept, I find myself lost in the weeds and forgetting the big picture. This, of course, is a deadly measurement sin. Where I most often get stuck is the nitty, gritty granular details ofRead the rest of this entryRead the rest of this entry