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Return on investment is a big part of justifying PR programs. The means to determine ROI are usually built into a campaign before it is launched. But how do you measure the return from social media?

In his article for Mashable, Brian Solis reveals that most organizations that participate in social media have no real way to measure the ROI from those activities. Of the survey respondents, 15% believe that Twitter does not provide a ROI.

Solis says, “I believe this is the direct result of a disconnect between social media activity and a clearly defined end game. We must establish what we want to measure before we engage. By doing so, we can answer the questions, ‘what is it that we want to change, improve, accomplish, incite, etc?’”

Clearly, PR practitioners need to work hard to show the ROI on social media campaigns. Some have started using social media channels in a tangible way. They are using customer stories and suggestions to shape their products and services, gaining trust and loyalty from those customers in the process.

Solis says that the effort of participating in social media is worth it: “We can adapt business processes, inspire ingenuity, and more effectively compete for the future.”


One great thing about social media, is that you realize that you’re never alone. For example, I soon realized that I definitely wasnt the only one who LOVED the Royal Wedding!

On April 29th, the Royal Wedding was streamed live all over the world.

“The company says that its livestream of Kate and Williams wedding topped 300,000 concurrent viewers at 6 a.m. ET on Friday morning. CEO Max Haot tells us that he expects “at least 2 million” unique viewers by the time the broadcast is done. Livestream partnered with the Associated Press, UK Press Association, CBS and Entertainment Tonight for its coverage.”


One of the worst things about Twitter is the fact that it crashes frequently. Users are often so frustrated with it, that they quit using for days at at time.

How can these crashes be prevented? It seems that witter was never really prepared for how big it would become, andd is now stuggling to keep up with the demand.

How can you help reslove the crashes? By avoiding the crash when you notice problems within the site, it actually helps to speed up the recovery process.

Does Twitters frequent crashes change how you use Twitter??

Investing into social media is something that is becoming more and more obvious by the day. With social media holding so much of people’s attention, it is very difficult to ignore its presence. Investing can mean different things to different people of course. Whether it be investing your money, resources, effort or time, or possibly all of the above, it is becoming very important. To some time is money, so they could be viewed as the same.

This link takes you to a page on, where I found a short article covering ”How to Spend Your Social Media Money in 2011.” The article covers how to propell yourself forward in social media through majority means of money. For the most part, I thought the information was good and useful to implement.

The only thing I did not agree with, was #4-Sponsored Blog Posts. This was telling you to pay a blog to write a post covering you or your product. I could see how this is useful, but at the same time I just feel like it is trying to disguise itself as a real inspiration. Instead of following your name and finding this article that you inspired someone to publish, it gets out that you paid for it, and it, in my opinion, looses it’s validity as far as being promoted in a blog. Just seems off to me, but make your own judgements of course.

The link to the site is below, and with each of the five steps is at least one link leading to the material it references.

Can social media and paid media get along? That’s the question that social advertising platform Linqia is trying to answer, as it melds the realms of social media and marketing.

As a PR practitioner looking for ways to reach targeted audiences with  concise messaging, Linquia says that it can bridge the gap, but it’s the way they are doing so that is causing an outrage among professionals.

Through online outreach to community managers, Linqia introduces opportunities for niche communities to discuss products and services within the community, all while the managers receive compensation in return. This offering of paid placement of social content has lead to debate from all sides.

As a tool, Linqia aggregates lists of communities  from around the web and then catalogs their administrators allowing brands to connect and buy cost-per-performance advertising in relevant communities. The community manger controls the content, deciding what does and doesn’t meet the community.

For many practitioners red flags are going up almost immediately, the thought of community leaders whoring out their masses definitely brings up ethical questions. But that’s only what is to be said of the worse, if a responsible and trusted community leader used this tool to help inform and grow a community, would we be so doubtful? There’s still a lot to be learned about this new tool. Check out this article for another perspective on Linqia and let me know what you think.

You trust your family and friends. How would you feel if a company such as Google or Facebook took advantage of that trust?

Those companies are doing so now. Facebook’s pages show which of your friends “like” the page. If the page is for a product or service, their liking it serves as an endorsement. These endorsements are important: 71 percent of people say their friends and family influence their purchasing decisions, as Alex Cohen reports in his lengthy article.

Cohen explains how Google is using detective work to create a similar system using “+1.” Users will be able to click “+1” near items and paid ads they like. This information will be used to target ads to these customers – and to their contacts. Big Brother Google is watching?

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Obama will be heading to Palo Alto on April 20th to host a Town Hall Meeting with CEO Mark Zuckerberg. The session will be streaming live on Facebook, and anyone will be allowed to attend and will focus on the economy. Users will be allowed to ask questions on the Facebook event page or at the White House website.

Obama obviously knows how to handle social media, and attract the attention of the younger demographic.

Here’s a scary and somewhat surprising statistic, as many as 70-percent of social media campaigns will fail in 2011. This alarming statistic that is refuted by some and warned about by others brings up a great topic. Why, if the numbers are true, will so many social media efforts yield little or no return? Unanimously, practitioners agree that a lack of planning is to blame. The planning stage itself of a social media campaigns seems to be a cornerstone, yet many practitioners neglect this stage, only to find failures in the future. So what makes this stage so effective and important? Well, Brian Solis explains in his article, “In Social Media, Failing to Plan is Planning to Fail.”  In the article Solis suggests that, “success requires definition based on intentions, goals, and mutual value…across the organization from the top down, bottom up, inside out and outside in.” All this information presented, it looks clear that the ready, aim, fire approach yields little results. A strong sense of planning is the first step to social media success.


Regardless of the size of a company or business, they all have to have some planning in working with social media or it will be inadequate. This article, which is kinda lengthy, covers how some of the two big names are doing it. In the article Adobe and USA Today are covered, and their method to using social media. At the beginning of the article they use the term “leveraging the social media landscape,” which I feel is a great way to put into perspective how important this is. This article trumps many other articles out there because this article is recent, and anyone who uses social media knows that it is forever changing.
Check out his link for the full article:

Social media is a great tool for businesses. But how do you get started? And how do you make sure you’re using it effectively?

Mashable offers a fairly simple, loose 5-step plan for getting started.
1. Listen. What are others saying about your organization?
2. Prepare. Who in your organization is appropriate to converse with others on behalf of the organization?
3. Engage. Go for it! Start getting out there and interacting on blogs, Twitter or whichever other social media site is appropriate for your field.
4. Go offline. Remember that face-to-face interaction is still often the best way to build strong relationships.
5. Measure success. What knowledge/relationships do you have now that you didn’t before?

This process is great for the PR practitioner because it gives a general overview of how to get started in the wild world of social media. Good luck and have fun!