Over the last year, chatter between brands and agencies continues to circle around the top of the defining and understanding the value of a Facebook fan. There is no direct answer given the multiple of impacts that go into a Facebook brand strategy. Many fans are gained through a combination of organic growth and paid acquisition – in light of GM’s announcement that it will no longer use Facebook ads, will other brands follow suit and change the conversation again on the value of a Facebook fan? Continue reading
The Economist Intelligence Unit recently released a report about how the value of customers is being measured. There are some important implications for businesses, and you can download the full report if you want to dig a bit deeper.
One of my favorite quotes from the report was the following:
…measures of customer value that focus solely on transaction activity capture only a fraction of an individual’s behaviour and potential value.
It’s so true. While we always need to tie metrics and measures of social media back to our business goals (and often the bottom line), there is so much more value to the new social customer than the $29.99 they just spent on your website. Continue reading
Internships are a vital part to any student’s college experience, especially a communications student. What we can learn in college classes is limited. Don’t get me wrong my professors had successful careers in the PR world ranging from an FBI Public Information Officer to a senior vice president at Fleishman-Hillard. They blended their classes with information from the books and anecdotes from real life experiences. But in my opinion, to really learn the most about PR, students need to really experience it through internships. Continue reading