Posts RSSAre all impressions created equal?
By Justin Goldsborough | August 31st, 2010
Impressions are like the veterans of the social media measurement team. The security blanket, if you will. If you’re a Yankees fan, they’re the Mariano Rivera. Like the Colts? They’re the Peyton Manning.
PR and Marketing pros feel comfortable tracking impressions. And corporate America feels comfortable tracking success based on them. There are exceptions, but for the most part a strong earned or paid impressions number will get you accolades from peers and senior leadership.
Here’s where my sport analogy fails a bit. Rivera and Manning will eventually retire. They won’t be able to anchor their teams efforts forever. On the other hand, impressions aren’t going away. And I don’t think they should. We need to get credit for generating awareness about our client brands. Now I also think we need to account for other behaviors beyond awareness like engagement, advocacy and action. But that’s another post for another time.
So we can agree that impressions are an integral part of our PR and marketing efforts. Always have been, always will be…at least for the foreseeable future. But that doesn’t mean we have to keep valuing impressions the same way we always have historically. Do you think all impressions are created equal? We judge them that way, don’t we? I rarely see a a results report that distinguishes between the types of impressions generated for a client. Or better yet, one that attempts to provide different values for different types of impressions.
Actually, I take that back. There are still some companies that multiply traditional media impressions by a multiplier to factor the pass along rate. And I do see companies differentiate between earned and paid impressions or by channel. But that doesn’t mean they prioritize one over the other.
Why do so few compare and contrast impressions? Does an online ad buy equal a blog post mention? How about a story in a newspaper versus a conversation on a Facebook page?
None of these impressions are the same. They can be ranked and differentiated depending on a brand’s overall goals as well as consumer research. Furthermore, if any impressions should be multiplied, IMO the social media impressions, or what I often refer to as engaged impressions, should get the multiplier. The research backs it up:
- Consumers trust peers (even those they don’t know) over advertising — I believe the stat from Nielsen is 14 percent of people trust advertisements (lecture) while 78 percent trust recommendations from peers (conversation)
- Consumers are 51% more likely to buy from brands they fan on Facebook and 60% more likely to recommend them according to iMedia Connection. The same study says the tendency is even higher on Twitter — 67% more likely to buy and 79% more likely to recommend.
Yet if you compare straight impression numbers across the board, social media is never going to compete with the “reported”impression numbers of a mass media story or advertisement. Now I have heard social media measurement gurus advocate for measuring outcomes and behaviors (as I mentioned before) instead of impressions. And I see validity in that argument. But new measurement methodologies usually take a while to catch on. PR and marketing pros using social media need to build a bridge between traditional impressions measurement and tracking behaviors. Most companies won’t just switch from one to the other. By offering a new way to look at a comfortable measurement, we can begin to shift the management mindset to looking for outcomes and behaviors.
Don’t get me wrong. I am not one of those “shiny new penny” PR pros who thinks traditional media and advertising (online and offline) have gone by the wayside. In fact, they are often the source of initial awareness around a brand or product. But that said, research shows the conversation is what seals the deal for the consumer and more often than not leads to action and brand affinity.
PR and marketing pros have always leaned on impressions to show our value. And they will continue to be a vital measurement worthy of tracking. But our POV as communications professionals needs to evolve with new technology and how the consumer wants to communicate. Looking at results through the same lens we always have is safe. But you could also call it lazy. Our measurement needs to evolve. We can’t count on the veterans forever.
- Does your company/clients still rely on impressions as the most important PR/marketing metric?
- Do you think all impressions are created equal?
- In addition to impressions, what should PR and marketing pros be tracking? How?
From FH Digital Blog: Spammers unDDress Issue of Social Media Resources
By Justin Goldsborough | August 30th, 2010
From the Fleishman-Hillard digital blog:
Corporate America has come a long way with social media. Companies do a lot more listening and engaging now, thanks to #motrinmoms, Dave Carroll’s guitar and a number of other case studies. And today’s consumer has reciprocated and is not so quick to pile on a brand at the first sign of a negative tweet or Facebook post – see Dooce and Maytag.
Read the full post and share your thoughts on the FH digital blog.
The Top 10 SXSW #pr20chat preferred panels
By Justin Goldsborough | August 18th, 2010
South By Southwest Interactive (SXSW) isn’t until March 2011. But the panels are up for voting now — through Aug. 27 to be exact. And SXSW’s crowdsourcing component counts for 30 percent of the decision behind which panels and speakers will be taking the stage in Austin. IOW, your vote in this election can definitely make a difference (Heard something like that before?)
So how do you choose which panels and people to support? It can be tough with more than 2,300 possible panels to pick from. That’s why Heather (@prTini) and I focused this week’s #pr20chat around your and our SXSW recommendations. We wanted to help everyone cut through the clutter a bit and develop a list of “#pr20chat preferred panels” selected by trusted members of our chat community. Make sense?
So here’s how this works. The following is a list of your favorite panels as well as the ones we highlighted in yesterday’s chat questions. These are the top 10 “preferred #pr20chat panels” we hope you, your friends and and all of our online communities will find valuable. They’re not the only 10 panels you should consider or even the 10 best. Just look at them as a starting point :). With that, here we go:
- Real Time Life. @patrickbjohnson shared this panel last night that he helped propose and several retweets followed. Not suprising, considering the topic and people (@arikhanson, @sjogborn, @colbywg) this panel has to offer. Here’s an excerpt: “Technology and social media are embedded into the Digital Native lifestyle. It is the way that Millenials live, seeking information and connectivity. By examining and analyzing this new lifestyle, in totality, we will enlighten and broaden what it means to market to Generation Y.”
- Spin Doctors: PR Best Practices for Social Media. This panel came up in a #pr20chat question last night — Should publicists be tweeting and posting on behalf of their clients - who should execute a social communications plan? Pretty sure Sarah Evans and her crew (@jasonkintzler, @PMGNicole, @Rozzy) would have a lot of value to add on that question. And pretty much anything else you asked them about. Excerpt: “This panel, made up of journalists, public relations practitioners, and social pr consultants will highlight best practices for the industry. In addition, learn some tricks and tips on how to get your pitch to journalists by way of social media.”
- Monetizing Apps with Geofencing and Persistent Mobile Geolocation. Foursquare is the LBS leader right now — although that all may change based on Facebook’s announcement today. Either way, there’s a lot of interest in what’s next in this space, which led @MattLaCasse to recommend this panel. Excerpt: “With ubiquitous and persistent mobile geolocation comes opportunity. If you know where someone is at all times, you can automatically trigger certain actions based on their location or even their crossing of a geographic boundary.”
- Stand Out: Investigative Journalism For Bloggers. @StephanieFlo suggested this panel led by @ferenstein (CNN and Mashable) and @Catone (features editor at Mashable). After reading the description, I can see why. Excerpt: “Much of blogging is linking to other posts or offering secondary analysis. But, how does one become the source of information everyone is discussing?”
- The Networking Conundrum. If you haven’t connected with Christine Perkett (@missusp and @PerkettPR), you’re missing an opportunity to learn from one of the smartest networkers I’ve seen in action. @Valeriesimon agrees, and thankfully Christine is offering to talk offline and online networking in Austin. Excerpt: “Online and offline networking are very different – yet both can be valuable in their own way. Discover how to gain value from both methods no matter where you are located or what business you are in.”
- Check In, Get Paid: Rise of Cash-Sponsored Social Media. Cash-sponsored social media platforms like “We Reward” are gaining steam. TBH, I don’t know much about them. But I hear nothing but good things about @TedMurphy and this one meets the “learn something new and find a panel that makes you think” quota. Excerpt: “Yes, you can get paid for checking in on Foursquare. Cash-sponsored social media is on the rise. In fact, it’s the fastest-growing social media sponsorship division this past year, according to recent studies.”
- The Legal Ramifications of Saying I’m Sorry. There are certain topics that don’t appear as flashy as others, but need to be discussed. @PaulaBerg has hit on one of them with this panel, which was the inspiration for two or our #pr20chat questions Tuesday night about approval processes and the best way for brands to say “I’m sorry.” Excerpt: “Join a panel of career apologists and apologetic lawyers to understand what the legal risks of saying “I’m sorry” really are, how companies like Southwest Airlines get away with it every day, and how to craft an air-tight apology.”
- Game On: Can game theory transform your app? Doesn’t it seem like you can always generate some buzz by creating a competition? People are uber competitive, whether it’s employees with employees or customers with customers. @DB is planning to show us how to put that theory to work in the mobile world when it comes to apps — btw, he also has started a SXSW panels wiki you should check out. There’s an interesting conversation to be had here on how apps can drive behavior. Excerpt: “Competition is a mysterious thing that people unknowingly feed into everyday. Learn how to harness people’s natural competitive nature by including gaming features in your app.”
- Deleting the Workspace: Is an On-site Office Needed? Super-important question to ask when it comes to today’s evolving workforce, especially Gen Y. So who better to lead the conversation than the co-moderators of #u30pro — @DavidSpinks and @CubanaLAF. Excerpt: “Technology allows for efficiently run virtual offices, with employees working from different ends of the globe! What will the future workplace look like? How can businesses properly integrate the changes that are being pushed by young professionals?”
- Dissecting What Really Works in Social Marketing Campaigns. It is so easy to catch shiny-penny syndrome when it comes to social media. But @mosleyppr asks a question we should all be asking when creating campaigns for our clients. And it’s one we asked you last night on #pr20chat
— What’s on your “must have” list for building a successful modern marketing campaign? Excerpt: “Take an in-depth look at the strategies, tactics and results of each and come up with a “must have” list for building a successful modern marketing campaign.”
So there you have it. The Top 10 SXSW “#pr20chat preferred panels.”
- Which one stands out to you?
- Any others you would add?
Shameless self-promotion note: Heather and I have a couple of panels up for consideration as well. Please take a look and see what you think. We really appreciate your support and hope you find this list helpful.
- Building Relationships — And Revenues — Through Twitter
- Big Ideas, Little Budget: Low-cost Cause Marketing
Should cause marketers be so worried about changing the channel?
By Justin Goldsborough | August 16th, 2010
Photo courtesy of Convio “Next Generation of American Giving” study
Cause marketing is something I’m passionate about, but I haven’t had a chance to work on a social fundraising campaign until recently. As part of the research for the initial campaign proposal, I was tasked with checking out donation tendencies across different generations. What I came across, thanks to Sue Anne Reed (@Sue_Anne), was a recent study by Convio that analyzed four different generations and how they prefer to engage with and donate to nonprofits and organizations they support. Here was the demographic breakdown:
- Matures (born 1945 or earlier)
- Boomers (born 1946-1964)
- Gen X (born 1965-1980)
- Gen Y (born 1981-1991)
The study included a variety of findings, some that probably wouldn’t surprise any of you. Matures are still pretty big fans of direct mail. Gen Y is more open to newer technologies than earlier generations. The list goes on and on and the research really is worth diving into. Perhaps I will in future blog posts. But there was one point above all others that stood out for me after I’d read the study from front to back — Fundraising is profoundly multichannel and causation may be impossible to track.
What does that really mean? Well, for starters, it means that when nonprofits attribute the donations they receive to certain channels, they likely aren’t accounting for the whole story. Fewer people than ever before actually learn about a cause through one channel (e.g. website), interact with the organization through that channel and also donate through that channel.
A more likely scenario is that Jane, a 40-year-old Gen Xer, sees a direct mail piece about a nonprofit organization. She then goes online to check out their website, reviews some of the content and sees they’re on Facebook. From there, she might check out the organization’s fan page, sign up for its e-mail list or even opt in to its text program. Sooner or later, Jane will likely ask her peers for their two cents on the cause. And when it comes time to donate, she may very well send a check. Or if she’s more comfortable with technology, donate via a Paypal widget on a blog or fan page.
That’s a lot of touchpoints for Jane and probably a bit overboard when talking about the average person’s path to relationship with and donation to a charity. But in Jane’s scenario or one with even half those touchpoints – which Convio tells us is becoming more and more common – which channel gets the credit for the awareness? How about Jane’s donation?
All this analysis begs one final question: Should nonprofits spend valuable time and resources trying to analyze the channels that create the most conversation and funding? All the finance folks and executive-level leaders just choked on their gum. But follow my reasoning here for a little longer. Isn’t it most important that the organization is gaining awareness and donations through multichannel outreach? I know many want to analyze the value of every single tactic, compare and cut to save a few bucks. But isn’t it possible that the changing technological landscape has altered the public’s expectations when it comes to how they interact with any organization, nonprofit or not?
This Convio study says the answer is yes. It says that causes shouldn’t be so focused on specific channels and that the direct mail specialists should be working with – not competing with – the digital specialists. Research says we would be wise to adopt a different POV when it comes to nonprofits and fundraising. The question is:
- Will we?
- How long will it take us to evolve from years of monitoring channel vs channel?
- Do you agree with the Convio POV?
The “golden ticket” of social media measurement
By Justin Goldsborough | July 31st, 2010
Today marks my one-year anniversary at Fleishman-Hillard. When I started with the agency last July, one of the first things I was hoping to find was the “golden ticket” of social media measurement that had eluded me in my past job. What I found instead was a bunch of colleagues with differing opinions (kind of like a microcosm of measurement conversations on Twitter) and a bunch of clients focused on what they had been focused on before social media — impressions.
Now, I am not at all knocking my colleagues or clients. After all, the same measurement debates are going on in agencies and online communities across the world. And PR pros in all types of companies have talked impressions, are talking impressions and will keep talking impressions. That conversation is not going away.
The real “golden ticket” I found at Fleishman is that there is no “golden ticket” of social media measurement. However, there are clients that have pre-existing PR/Marketing measurement models and supervisors they need to help see the value in all the work they do, not just social media. So how do we help them do that?
Well, I think we help them do that by educating over time. Rome wasn’t built in a day and all that good stuff. The point being that we’re not going to change measurement models and mentalities that have been around for decades in one fell swoop. If you’re able to, stop what you’re doing, write a book and start a speaking tour. I’ll be your agent.
The first step to educating is asking our clients questions:
- What are your organizations’ business goals? Communications goals?
- How does your boss, company define success?
- Do you feel like you can explain the value of social media to your boss and colleagues in general? As it relates to your brand? To a specific campaign?
High-level philosophical discussions about social media measurement are great to have. They make us think. But in the end, as one of my good friends says, we are still responsible for delivering results in the client’s world. We are also responsible for keeping our clients up to speed on emerging trends in measurement and how they might try to look at and explain social media differently. The key is to balance the two.
- How are you balancing the two?
- Have you found any other “golden tickets” of social media measurement?
- How awesome would it be if a candy bar company really ran a golden ticket promotion?
Is it PR’s job to drive sales?
By Justin Goldsborough | July 27th, 2010
This question came up in a new business presentation last week. We were discussing whether PR should be responsible for creating awareness and buzz, actually driving sales or both.
There was a restaurant operator and a director of marketing in the room. The operator said PR — and marketing btw, because he viewed them as one in the same — without a doubt, must drive sales. Otherwise, what good are their efforts to his restaurants?
I totally understand that point of view. The operator is charged with driving sales at his locations. He’s charged with selling product and driving traffic. Those are his objectives.
The director of marketing said his team’s job is to generate buzz. We talked about the Old Spice campaign. He said that of you walk down the deodorant aisle at the store, see Old Spice and think of the Old Spice Guy videos, then Old Spice’s PR and Marketing teams did their job.
I totally understand his point of view. PR and Marketing are first and foremost generally tasked with raising awareness and creating product and brand visibility via impressions. But they aren’t the Sales department or the frontline, customer-facing employees. Isn’t driving sales their job?
So what’s the answer. I think it depends on:
- Overall business and communications goals
- Specific campaign goals
- How the company views PR and Marketing — separate or IMC
That said, I’m still not sure exactly what the right answer is. What do you think?
What do you do when your brand’s on fire?
By Justin Goldsborough | July 13th, 2010
If we’ve learned anything from the BP and Toyota debacles of the last few months, it’s that neither organization was prepared to deal publicly with the crisis that ensued. And my guess is they are not alone, just the unlucky organizations that got caught.
Why does this happen? BP and Toyota aren’t the first. Maybe it’s another example of the “it won’t happen to me” virus. So many companies have it. I’ve actually heard C-suite level execs utter that phrase before. And in a tough economy, it’s an easy virus to catch. My budget has already been cut, why spend it on a preventative measure that I may not even need? Well, I’m pretty sure BP and Toyota could tell you why. But that leads to another question. What should that “preventative measure” a company might buy or have its PR team facilitate actually look like?
How about a crisis fire drill? The concept is something with which we’re all familiar. Remember when your school and your family used to make you walk through the steps you would take if a “real” fire ever happened and you needed to get to safety? This would be the same thing, only designed for companies that need help getting to safety when their brand catches on fire.
I’ve been thinking lately about what a “fire drill” crisis product for companies should include. Here are my initial thoughts, but I’d be interested to hear you perspectives in the comments:
- Governance meeting. One of the biggest delays when a crisis hits comes from companies not knowing who all the players should be…yes, companies do in fact have silos. Any fire drill product should answer those questions for a company and get all the players at the table together.
- Crisis plan. This is a component some companies actually do have. But it’s likely in a drawer and hasn’t been dusted off in months, if not years. This deliverable would ensure all the parties who attend the governance meeting know their roles when an issue strikes. Ideally, it would be a living electronic document — maybe a wiki — that the folks who come to the table for the governance meeting have an opportunity to update anytime.
- Practice. How many times did you line up single file to walk out of the school? Or have a conversation with your parents about your exit strategy if the house caught on fire? Companies never do this. I have yet to find a company that has actually done a walk through of who does what what in a crisis situation. Why not partner with your clients, or within your own communications team, and organize a mock crisis? Get the aforementioned governance team to take a full day away from their jobs — it will be ok, I swear — and create a hypothetical incident. Put everyone together in a war room setting and walk/talk through how different scenarios should be handled. The reward at the end of the day — piece of mind. And a chance to be one of the few companies that actually has it.
- Media/Blogger strategy. Who’s going to manage key messaging and journalist/blogger relations? One easy time saver here would be to create as many of the necessary documents as possible before a crisis happens. And how about spokesperson training? This may be the most important aspect of this role. As BP found out, during a crisis, no one cares if you’d “like to get back to your real life.” Mistakes like that take a long time from which to recover. When issues arise, people lose composure. We’re human, it happens. Ironically, we forget that the people we’re talking to are human as well. Nobody wants to be talked to in key messages during a crisis. Somebody needs to sign up to ensure the spokespeople, specifically members of the C-Suite, don’t forget that.
- Digital strategy. There are many components to this piece — listening and engaging via social media, website updates, e-mail marketing, SEM/SEO, mobile alerts, etc. But the most important component is one any company can start on before a crisis takes place…building community and goodwill. Remember the one thing BP and Toyota had in common? Neither was prepared to respond to a crisis when it happened. Ask Dominos how prepared they were when the two employees made the video that will live in imphany. Or ask Motrin if they had a plan in place when the deluge of #motrinmoms tweets came calling. The best preparation is reputation. And companies need to build one and nurture it when times are good so they have a leg to stand on when the going gets rough. That leg is a program to listen and engage online on behalf of the brand where applicable conversations are taking place.
If you can only get your clients to follow through on one of these steps, it’s got to be No. 5. Step away from the technology for a second. When something bad happens to a friend you know and trust, how do you respond? Do you stick up for them? Give them the benefit of the doubt? Now try a person you’ve never met. Ever piled on someone because of a rumor? Don’t feel bad, it’s human nature. And our job as PR pros is to understand human nature, react and prepare our clients to deal with it.
- So what did I leave out?
- Do you agree that No. 5 is the most important step?
- Do you know any companies that actually do crisis fire drills?
Let’s continue the conversation in the comments…
Understanding brand legacy: Mauer does, not so sure about LeBron
By Justin Goldsborough | July 8th, 2010
LeBron James made his “decision” tonight to go play with the Miami Heat. And to be honest, it left me shaking my head and thinking one thing — he should have called Joe Mauer.
Ever since I saw a documentary about how LeBron has handled most of his own career decisions with the help of a few close childhood friends, he impressed me. I’m not a big NBA fan, but I am a fan of athletes that stay grounded and make the right decisions with their money and career. LeBron seemed to be doing just that. And although he’s only 25, he is extremely well spoken, moreso than some CEOs in my opinion.
During that documentary, LeBron talked in detail about how he wanted to be the biggest brand in the world; biggest brand ever. He lost that chance Thursday night. And he sounded like a “naive” young adult for the first time since I’ve been following him. For example, this exchange on ESPN shortly after the decision was announced:
Michael Wilbon: “If you win a championship in Miami, will it be as sweet as it would have been in Cleveland?”
Lebron: “Championships are championships, no matter where you are.”
See Lebron, that’s where you’re wrong. You can win several championships in Miami, and none of them will be as sweet as winning one in Cleveland would have been. You’re from Akron. Ohio is home. Winning anywhere else is just not the same. Ask Jason Giambi, who fell hard from Major League Baseball rock star to outcast when he left Oakland for the New York Yankees.
Understand that perception determines brand reputation as much as any other factor. And the majority perception will be, like it or not, that you bailed on your hometown team. That may not be fair, but that is reality. Loyalty is a huge factor in perception.
Joe Mauer understands that. He didn’t say it, but he didn’t have to. Actions speak louder than words. Mauer’s legacy is cemented as one of the best catchers of all time in and the best athlete in Minnesota history. He will always be loved in Minnesota and respected everywhere else.
LeBron won’t. He will be booed like crazy in Cleveland — they’re already burning his jersey — but he will also be booed by other NBA fans for joining what amounts to the new Yankees of the NBA. People will root for Miami to lose. All of this will impact LeBron’s brand.
Now LeBron’s goals may have changed since I saw that documentary. He may value championships more than his brand and more than anything else in his career.
But if he was still hoping to be the biggest brand in the world or the biggest brand ever, that chance is gone. In fact, he won’t even be the biggest band in Miami. That Dwayne Wade’s team.
- What are your thoughts on the decision?
- Do you think LeBron can ever be as big of a brand in Miami as he would have been if he stayed in Cleveland?
#WhyWeCelebrate
By Justin Goldsborough | July 2nd, 2010
That’s Pete in right in the middle, front row.
Everybody has their reasons. For me, a big one is Pete. We went to middle school together, played on the same soccer team in high school, hung out with a lot of the same friends.
I remember how badly Pete wanted to go to West Point. His dad had gone there and it was very important to him to follow in his father’s footsteps.
After high school, we all headed to college and didn’t talk as much. But I would see Pete when he’d come home for holidays and summer, just like most of my other friends in college. I remember asking him about West Point and hearing stories of the early wake-up calls and the basic training courses. But other than that, a lot of what I heard sounded like a normal college experience.
After college, most of my friends went to grad school or started looking for a job. Pete had a stint with the Army. It was part of the deal for going to West Point and having his college paid for. And it sent him to Iraq for a year.
He called me once while he was over there. I remember talking to him and being humbled by what he was doing. I remember thinking I’m not sure I could have done it. Pete acted like it was no big deal. But I thought it was a huge deal. Still do.
When Pete got back, some of our high school friends got together to welcome him home. He told a lot of stories, but this is the one I’ll never forget. I’m may not get it word for word, but you’ll get the gist.
He told us about how they would walk down the street in Baghdad and sometimes kids would run up to the them as if to say hi or ask them something. 10-year-old kids, he said. I remember that part. Then he told us that when this happened, they would have to be prepared to defend themselves at anytime.
It puzzled me for a second and all my naive thoughts like “Why would you ever pull a gun on a 10-year-old kid” sprang into my head. Then Pete told us why. Sometimes those kids had machine guns and they weren’t afraid to pull them on our troops. Or someone might have strapped a bomb to one of them.
Not exactly your traditional warfare. I remember thinking I had no idea what it would be like to wake up somewhere thousands of miles from home and know your life was on the line every day to protect your country. I know most troops would say that’s just part of the job. But to me, it’s much more. And anyone who makes a sacrifice like Pete made should be celebrated.
So that’s why I celebrate…at least one of the reasons. Why do you celebrate? Be sure to share your reasons and stories on Twitter all July 4 weekend using the hashtag #WhyWeCelebrate. And a special thanks to Heather (@prTini) and Mike (@30lines) Whaling for starting such an important conversation.
#pr20chat nightcap: What’s your go-to social media stat?
By Justin Goldsborough | June 29th, 2010
Welcome to #pr20chat nightcap, what I hope will become a weekly feature on Tuesday nights highlighting one of the questions from the evening’s chat. This week, the question my co-mod Heather Whaling (@prTini) and I asked that caught my attention the most was:
“Whats your “go-to” stat or resource when explaining why companies should use social media?”
Here are a few of the responses the #pr20chat community (full transcript) gave to this question:
- jeffespo: Q2 Stats are subjective. Show the conversation going on with or without company #pr20chat
- stephmajercik: Q2 The Social Media Revolution video has some pretty convincing stats. I like to show that http://bit.ly/bec8xq #pr20chat
- SethOrNone: Q2 Category participation. Nothing gets SM on the fast track than a competitor doing it first. #pr20chat
Why do I think this question is worthy of more discussion? Plain and simple…because of the questions that continue to remain around social media measurement. I don’t think they’re going away anytime soon. Therefore, clients and prospects; communicators and execs are always going to need the latest research to validate investing in online social and digital programs, aren’t they?
Here are my two favorite stats, at least for this week:
- From iMediaConnection: Consumers are 67% more likely to buy from brands they follow on Twitter and 79% more likely to recommend them. Consumers are 51% more likely to buy from brands they fan on Facebook and 60% more likely to recommend them.
- From comScore: Heavy, medium, and light Facebook and Twitter users outspend general Web users by upwards of 64%.
So what’s your go-to stat these days? Do you think you need one? Maybe the prospects/clients you pitch respond better to other information?
The comments are yours…