How do you measure the influence of an online content creator? It's the holy grail of measurement. If a marketer could just identify this magic formula and apply it, than everything else would fall in line. The problem is that influence is a lot like a recession, you can't really identify that it was happening until it is over. It's not easy to measure in real-time. In a new whitepaper by Jonny Bentwood, a PR consultant for Edelman, read more...
The Best Overtones for November 2007 and an All-Star Shout Out for Our Second Birthday
Public Relations is Customer Service
When I was working at a trade association, I remember an incident where a woman called me to complain about a bad experience she had as a customer to the industry in which I was working. I listened to her tell me about it, all the while wondering what I could do about it given that I didn't work for the company in question and they weren't even a member at the national level. After we hung up, I called the state association where the woman lived, and who did have a relationship with the company in question, to see how they would recommend read more...
Measuring Social Media: Setting Relational Objectives
We need to know if we are making a difference, or just making a fool of ourselves." I am participating in daylong seminar at DELL on Tuesday (almost today) about social media with Shel Israel, Chris Heuer, Connie Reece and the Dell team, including RichardatDell, Caroline Dietz and Lionel Menchaca. My part of the workshop covers read more...
Communication in a Crucible: Imagination vs. Image Control During California Fires
Early this week, I got a call from the Daily Dog asking me to comment on the communication efforts surrounding the recent wildfires in California. Today, my op-ed was published in the Barks and Bites section of the Daily Dog. My thesis: There read more...
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