Two years ago I was at a Kirtsy party at SxSW when I met Julie Pippert for the first time. We hit it off immediately. With both of us living in Houston and our similar interests as Moms, bloggers and consultants, we made an instant connection that would only grow with time. Last year, when I co-founded Zoetica with partners Beth Kanter and Geoff Livingston, Julie quickly read more...
While You Were Building Your iPhone App… Why Communicators Need to Embrace Mobile, Not Platforms
The mobile market is probably one of the fastest growing (and changing) areas of online social communication today. Yesterday, I listened in on ComScore’s State of the Internet in the US, Q3, and the mobile story continues to evolve. According to the report, the number of people using their phones just to make phone calls has declined by 15% over last July and 70% say they use their phone for 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...
Corporate Altruism: The Blurring of the Lines Between CSR and Cause Marketing
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...
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