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  • Behaviors, not impressions, show value of social media

    Friday, September 10th, 2010

    H.I.T.S. How Idiots Track Success. I first heard that one from Shel Holtz three years ago. Impressions are dying and we shouldn’t even use the term when talking about tracking social media. That feedback came this past week from the Metrics Man Don Bartholomew (disclosure: We both work at FH) and measurement queen Katie Payne. [...]

    Are all impressions created equal?

    Tuesday, 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 [...]

    The “golden ticket” of social media measurement

    Saturday, 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 [...]

    Is it PR’s job to drive sales?

    Tuesday, 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 [...]

    What are your impressions of the best way to sell social media impressions?

    Friday, June 11th, 2010

    Lots of companies and clients I talk to still track their PR results through impressions, even if that’s not the only way they measure. How are you seeing PR and Marketing pros explain the value of a social media impressions (what I like to call engaged impressions) versus mass media impressions? Selling the value of [...]

    #pr20chat Recap: Shonali Burke answers your measurement questions

    Monday, May 17th, 2010

    (Photo courtesy of Shonali’s blog, Waxing Unlyrical) Last week, Shonali Burke (@Shonali) joined Heather Whaling (@prTini), myself and the #pr20chat community to talk measurement. The conversation was fast and furious and Shonali shared a lot of valuable insights. But since so many tweets were flying by (about 1,400 tweets from 120 participants) it was easy [...]

    Shouldn’t brands care more about a second chance to talk to consumers than their Super Bowl ads’ first impressions

    Monday, February 8th, 2010

    The Saints and their fans aren’t the only ones still partying today. My guess is there are a few “impressions love fests” going on right now, most notably in the offices of the companies that paid millions of dollars for 30 and 60 second spots during last night’s big game. Super Bowl 44 had the [...]