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
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
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...
The Social Media Marketing Mix: Is It Shaken or Stirred?
I am looking forward to participating in Houston’s IS Conference tomorrow on a panel at the end of the day. Maggie McDonald, who blogs her heart out at Mags Mac and Cheese, will be the moderator and I will be joined by fellow panelists Michael Garfield, Aimee Woodall, Esther Steinfeld, Jay Steinfeld and J.R. read more...
Five Steps to Strategic Social Media Management
Maturing in your use of social media requires a different way of thinking. Integrating social media into your communication practices is much more than getting a Facebook page, or starting to send out tweets on Twitter. You can see my full presentation on this topic below, After conducting quite a few social media efforts for a wide variety of clients, I have found the following five steps to be the most critical to overall success. What would you add to these? Five Steps to Strategic Social Media Management 1. Situation Audit: Know the Landscape Social media shouldn’t sit by itself. it should be integrated with read more...
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