Tag Archive: Social media

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.”


Social Media Budgeting

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 socialmediatoday.com, 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.


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.”

How should businesses be using social media? Who should be posting? Do advertising laws apply to social media? Should Facebook be used during screening for job applicants?

Social media has changed the way a lot of businesses send and receive information. In his article “How businesses can handle risks in the changing world of social media,” Matt McClellan looks at these issues. He provides common-sense advice that is useful for businesses of all types.

McClellan’s interviewee Jonathan Theder points out that “When it comes to social media, employers today don’t really know what to do.” The article is a basic snapshot of social media for the business owner who is at sea concerning how he can/should use this new technology. Knowing this is important for PR reasons to keep the business safe due to possible legal ramifications.


What do Rickrolling, sneezing baby pandas and three guys who used to work for PayPal have in common? They all became famous thanks to YouTube.

YouTube, as the second largest search engine, is a site that PR practitioners must consider when planning a social media strategy. Mashable’s “10 Fascinating YouTube Facts That May Surprise You” is a mixture of fun trivia and useful information about the site.

YouTube’s importance as an integrated social media site is undeniable. “YouTube says that on average there are more than 400 tweets per minute containing a YouTube link. Meanwhile, over on Facebook over 150 years worth of YouTube videos are watched every single day.” This means that posting an interesting, successful video to YouTube can lead to a lot of impressions. Use it wisely!

-Brenda Mackey