Archive for 10 February, 2014

Developing an Effective Social Media Measurement Strategy

There is no shortage of advice on how to engage people on social media. But how do you know if you are making an impact? Are your tweets and Facebook posts influencing potential customers, or are they landing with a thud? Clients want to see results, so you better have an answer for them when they inquire.

Developing a method to measure and track social media engagement is key to understanding how social is performing compared to other media. At PR News’ Digital PR Summit in San Francisco on Wednesday, Maria Saltz, senior manager for social media analytics at Adobe, shared important points to remember when tracking visitor engagement with content to prove the value of your social media strategy.

  • Define business objectives and goals. This includes getting input from a number of groups, including the executive team, marketing, sales, production and customer support. Ask questions and set expectations.
  • Determine KPIs that show business impact. Key performance indicators are quantifiable and actionable. They measure factors that are critical to the organization’s success and are tied to business goals and targets.
  • Measure the value of your campaign. Use campaign codes in the URLs for each post. Employ social analytics tools to follow traffic from social content.
  • Track the long-term impact of engagement. Break down site visitors that have been referred by social sites or specific campaigns to understand the impact of visitor engagement with social content.

Don’t leave your social media strategy to chance and hope that it all works out. When armed with meaningful data, you will have the power to adjust your strategy to improve success and avoid failure.

By @RickBrownell

6 Media Pitching Do’s—and 1 Don’t

Getting journalists and other influencers in your market to respond to your story pitches comes down, as they say, to building relationships. This takes time—years, in fact—and time may not be what you have much of these days. Perhaps you need to get someone to respond to a pitch within the next three hours.

These six tactical media pitching do’s (and one media pitching don’t) from Jane Carpenter, head of public relations for online home products and furnishings retailer Wayfair, and a presenter at PR News’ Jan. 28 “Pitching the Media” webinar, will help see you through the anxiety of short deadlines and high media placement expectations.

1. DO invest in great photography and send images with every announcement.

2. DO get your CEO and key execs on Twitter (if only to engage with journalists).

3. DO keep meticulous records on all reporter touch points and history.

4. DO take advantage of every time your CEO or execs are in a key media city (San Francisco, New York) to squeeze in in-person meetings.

5. DO insist on time with top execs to brainstorm new media angles and pick their brains for insight or news they may have discovered in their regular interaction with other industry leaders.

6. DON’T get in the way if a reporter wants direct access to your company’s top executives but DO stay in the loop on all interaction.

There’s still time to register for the Jan. 28 webinar “Pitching the Media: How to Cut Through the Clutter.” Wayfair’s Jane Carpenter will be joined by Beth Monaghan, principal and co-founder of InkHouse, and Tracy Schario, communications officer and clean energy lead for the Pew Charitable Trusts.

Text by Steve Goldstein: @SGoldsteinAI