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...
Cause Marketing Strategy: How to Design Successful Campaigns (eGuide)
My company Zoetica teamed with Network for Good to co-author Cause Marketing through Social Media, a free eGuide. Geoff Livingston was the primary author from our team and Kate Olsen led the effort on the Network for Good side. If you are a company looking 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...
When a Good Thing Comes Together: Helping Neighbors in the Gulf of Mexico
In June, one of my business partners from Zoetica and also a dear friend, Geoff Livingston, went on a fact finding mission as a citizen journalist to the Gulf of Mexico to see how the oil spill there had affected the community. He was deeply moved by the experience, as you can read here in his post upon his return. He went with Citizen Effect, and they documented the trip on its read more...
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