October 25th, 2009
As social media and social media platforms increasingly become promising targets for marketing professionals, the question of return on investment (ROI) of social media campaigns is gaining in prominence, specifically in comparison with the returns generated by alternative marketing initiatives and tactics that can be employed.
The case for ROI
Social media is obviously a relatively new phenomenon, and therefore social media measurement models are still undeveloped, but a number of individuals in the social media arena have made attempts to address existing confusion and lay down some basic ground rules. While many in the field have compiled lists of key performance indicators (KPIs) by which the success of social media initiatives can potentially be measured, Olivier Blanchard and Jacob Morgan, among others, quite correctly emphasize that ROI is by definition a financial equation that specifies the correlation between an investment and its financial return. more »
October 15th, 2009
What a difference a President’s personal involvement can make.
When we left off a few weeks ago, birthers, tea-partiers, grandma-killers and others from the wing-nut fringe had been verbally assaulting their elected representatives with charges that health care reform was the medical equivalent of the Wehrmacht blitzkrieg in Poland. Town hall meetings, a hallowed American ritual of representative democracy harking back to the nation’s founding, had previously stood for the right of the people to engage in reasoned debate with their elected officials back home from Washington. In the steroidal 2009 version, these otherwise frequently boring gatherings had been jacked by extremists armed with vitriol, cameras, made-for-tv signage, pre-printed press releases – and in several cases – exposed handguns. more »
October 12th, 2009
The advent of Twitter roused little curiosity in corporate communication circles until savvy consumers started taking aim at brands for bad service and poor products. As social media platforms transform into business tools and applications, business leaders are taking note and integrating strategies and platforms into company strategy plans.
The reason is quite simple: Customer connectivity. As digital platforms become the preferred consumer communication platform, businesses are forced to follow their customers online. And by connecting with clients and customers online businesses must deal with the good, the bad and the ugly. more »
October 8th, 2009
Weber Shandwick’s Tim Marklein talks advocates and “badvocates” at this week’s Inbound Marketing Summit in Boston. The presentation, shown here, has a number of great tips and takeaways for upsetting the proverbial apple cart–in a good way, of course.