The way we measure the ROI of PR is changing - at last. Hopefully we may yet see the end of AVEs and start to see PR actions tied to business goals. We have the tools to track activity from PR content all the way through to conversion. It's up to the PR community to embrace these changes and learn the digital skills required to analyze and report this kind of … [Read more...]
Do You Know What People Want From You Online?
One of the questions still being asked in C-suite offices around the globe is: What return do we get on all this conversation in social media? Perhaps the question should be, are we providing what our customers and community want in social media, so that they will do business with us? According to the UK Customer Satisfaction Index • 1 in 4 people are less inclined to buy … [Read more...]
Should You Be Outsourcing Social Media?
The answer is yes and no - depending which part of the social media program you're talking about. Mark Evans wrote this week in the Sysomos blog Here’s something that has surprised me in recent months: the number of companies that want their social media tactics to be handled by an external agency – public relations, advertising, digital or pure social media. These … [Read more...]
Engagement – the new ROI?
The term 'engagement' is popping up all over the place. Using social media channels as a broadcast medium won't get the result you're after. Engagement is the key to success. According to the Alterian “Annual Survey 2009” report Are You Ready to Engage? the maturity of digital and social media requires integration of marketing strategies. Marketers must move from a … [Read more...]
Measuring Engagement
If engagement is the holy grail of social media marketing, how do we know if we’ve hit the jackpot? How many of our visitors are fully engaged and how many are walking away? Measurement depends on setting goals, establishing benchmarks and then measuring progress toward the goal. But is engagement too fuzzy a concept to be able to measure? What exactly is this engagement … [Read more...]
