Tag Archives: social media measurement

Merry Blog Christmas

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Holiday Card © by the prodigal untitled13

Temperatures are starting to get cooler in areas of the country. Do you know what that means? You are behind on your Christmas PR plan!

If you are buried under in your daily to-do list and Christmas seems like a million years from now….snap out of it. You may have missed the majority of the Christmas spreads in the most desirable magazines but you can still pull it off. Continue reading

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Isaac Lessons Learned

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Hurricane Isaac makes landfall. © by Official U.S. Navy Imagery

Well New Orleans is finally surfacing after Hurricane Isaac made an appearance in our city. As a communicator it was hard to be without power. No power may mean no AC and everything in your fridge is spoiling but to a communicator no power means no TV and no internet. I was so desperate for information and to connect with the outside world that I went as low as to “watch” the radio. Continue reading

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The Summer Week That Was June 18- June 22

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It is summer and hopefully PR professionals are hitting up the beaches and enjoying some travel. I am sure that the cell phone is not far and the laptop is in tow but hey it’s an effort to relax and unplug.

Social media has changed the way that people are traveling and documenting their summer vacations. No longer are tourists spotted only by the cameras hanging around their necks and the maps in hand. They are now using their iPhone for a camera and documenting their entire trip through live tweeting or Facebook check-ins. Facebook recently released a list of the Most Social Landmarks based on this trend. Continue reading

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What Does a Blogger Really Want?

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There are many articles out there on how PR professionals should seek, contact and engage with bloggers. We are focused on building a relationship with bloggers and converting them into brand ambassadors for our client. We hope that they will write amazing posts about our clients and it will spread through the blogger world like wildfire.

But as PR pros have we stopped to think about what the bloggers want from us?

I am a mom blogger, crawfishtales.com, and I have had the opportunity to be on both sides of the pitch. This has given me insight that I have used to mold the way that I, as a PR pro, engage bloggers. I constantly remind myself that bloggers are receiving multiple pitches just like a reporter and that I need to make my pitch stand out from the others. The best pitches are the ones that are thorough and have thought through the pitch from the bloggers prospective. Continue reading

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

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‘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 what themes and strategies are front and center for 2012 and where we can expect the market to turn. Most of what I have read seems spot on, like Affect’s 2012 predictions that: Continue reading

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Reducing Attribution Uncertainty

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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 marketing or activity that led someone to purchase your product or visit your site, you will be able to reduce a great deal of uncertainty. Continue reading

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Measure Twice (at Least), Act Once

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When you’re beginning a new campaign, it’s important to think through and execute at least two rounds of measurement: preliminary research and results. (There is a good argument for measuring along the way to make adjustments as well, but these two should be your priority.)

Once you have set your campaign goals (remember to make ‘em SMART), dig into pre-campaign research: Continue reading

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How Cher’s Closet Can Help You Measure Anything

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Growing up, I watched the movie Clueless about once each week. I loved that movie. And seeing it on TV the other day reminded me of two things: 1) I missed a lot of drug and sex jokes when I was a kid, and 2) Cher’s closet can teach us a lot about measurement.

You know the closet. It has a computer catalog that can sort through individual tops and bottoms to find a perfectly matched outfit. More importantly, it will take any two pieces of clothing you’ve chosen and tell you if they don’t match.

Ideally, you should use a very similar method when brainstorming and deciding on measurement for new campaigns or programs. Think of the marketing and creative teams as Cher, the fashion selector. Analysts or dedicated measurement teams should take on the role of the computer. Continue reading

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Results are in the Eye of the Beholder

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At one point or another, we’ve all heard a version of this story:

A king brings six men into a dark building. They cannot see anything. The king says to them, “I have bought this animal from the wild lands to the East. It is called an elephant.” “What is an elephant?” the men ask. The king says, “Feel the elephant and describe it to me.” The man who feels a leg says the elephant is like a pillar, the one who feels the tail says the elephant is like a rope, the one who feels the trunk says the elephant is like a tree branch, the one who feels the ear says the elephant is like a hand fan, the one who feels the belly says the elephant is like a wall, and the one who feels the tusk says the elephant is like a solid pipe. “You are all correct”, says the king, “You are each feeling just a part of the elephant.”

Sometimes it may feel like we’re all speaking a different language when it comes to measuring results or communicating success. The finance group and C-Suite are often focused on ROI and other tangible revenue-related outcomes. The sales team may be more concerned about lead generation, though, and your team is likely concerned about yet another metric. Continue reading

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Planning Must be as Detailed as Measurement Will Be

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You can measure nearly anything you wish so long as you plan properly in advance. It sounds simple, but it can be extremely tedious and detailed to ensure you will be able to measure exactly what you would like.

I recently participated in a Twitter campaign in which consumers were asked to publish a tweet with a hashtag in it. Those of us who did so were eligible to receive something free if we were in the right place at the right time. It was great! I got a good prize out of it. But there were steps along the way where I wondered if the team would be able to collect all of the data they might want. Continue reading

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