Zoetica Media

Corporate Altruism: The Blurring of the Lines Between CSR and Cause Marketing

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  The Research   As a part of our fellowship with the Society for New Communications Research, co-Author of the Networked Nonprofit and nonprofit and social media blogger Beth Kanter, who is also my partner at Zoetica, and I are looking at cause marketing and corporate social responsibility, and how companies can better work with nonprofits in these arenas.   Our focus is on campaigns read more...

Commonsense Social Media Measurement Part 2: Setting SMART Objectives

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When designing a social media measurement program, one needs to start with a basic understanding of measurement as a discipline. The first step of measurement is always setting objectives. Having served on countless committees and read hundreds of award entries for campaigns, this is the step where a lion’s share of communication programs (social media or not) fail to perform. It is also where the award-winning campaigns shine over their would-be challengers. They always have well defined objectives, and as a result, well-defined results. Setting objectives is easier if you know what they need to contain. A good place to start is to look read more...

A Commonsense Approach to Measuring Social Media

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The problem with communication and relationships, which are both the hallmarks of social media, is that their effects are often a challenge to quantify. Most people don’t know how to connect online efforts to bottom-line sales, amount of funds raised or other business results, or even to softer measures like improved relationships and competitive advantage. Because of this, companies and organizations tend to measure the easy stuff in social media – following counts, blog traffic, rankings, and if they are really sophisticated, engagement measures like number of comments on Facebook or a blog, ReTweets and mentions on Twitter, links to read more...

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