Tag Archive: Brian Solis


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.”

New Influencers

What do you read? How do you get your news and connect with others? Are you more likely to pick up a newspaper or an iPad?

The way PR practitioners go about their daily lives affects their work, says Brian Solis. “Once they get it personally, then they can get it for whatever it is they’re trying to represent. If you don’t live it and breathe it yourself you can’t get it. It’s very cultural.”

Chris Beck, founder of 26dottwo, explores “the new influencers” in his interview with Brian Solis.

The focus has changed from newspaper and radio to Twitter and the Facebook news feed. “That is the attention dashboard today,” Solis says.

One tidbit to keep in mind? “You’re dealing with an audience who has an audience who has an audience. People are building social networks around themselves. You have to introduce value into their stream.”