When it comes to social media measurement, one of the hardest things for most organizations to determine is where to put their limited resources and focus. All measurable objectives for online media should be consolidated to a dashboard that is frequently updated and can show where online efforts stand at a glance. You can use free ones like the new Glert’s, currently in Beta, which puts free Google Alerts into a dashboard; or you can use paid services like the read more...
Commonsense Social Media Measurement Part 3: Measurement as a Diagnostic Tool
As was laid out so well in the first thesis of the “Cluetrain Manifesto,” the classic book which was at the forefront of the social media movement, “Markets are conversations.” People increasingly demand that companies and nonprofits wake up from their slumber and start to connect with them. Or as the authors said, “You want us to pay? We want you to 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...
Definition of Lethal Generosity: Unleashing Corporate Superpowers to Do Good
Credit: Flickr Photo by FunkYah One of the things I was really excited about when I started Zoetica with partners Beth Kanter and Geoff Livingston this year was the opportunity to join forces with some of my most respected collaborators on truly innovative and interesting projects. One I am working on right now with Beth is our read more...
Social Media Ecosystem: When Business Lives Among the People
Part of what ails the public relations profession is its insistence on measuring its success by clip counting (counting the number of articles or mentions), with audience impressions or reach (how many people might have seen this) and with Ad Value Equivalency (how much would this coverage be worth if I had to buy it). This kind of thinking has extended into social media. The problem with this kind of orientation toward success is that it puts the focus on quantity vs, quality, and on activity vs. results. It read more...
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