Learn more at http://www.christopherspenn.com
@johnjwall Resistance is futile.
3 weeks, 3 days ago on SHIFT Announces New Augmented Influence Reader
@HughBriss Correct; the general recommendations still stand, however.
1 month, 1 week ago on The Facebook Paradox, Part 2: No Free Lunch
@ginidietrich @cspenn @Corina Manea Short term is how most businesses function, these days.
Role-based with clear definitions of changes in pay is the way to go. You earn X at Y role with a cost of living adjustment of X% every year, plus a performance-based bonus tied to these numbers of X% based on Y performance. That way no one is unclear about number differences.
1 month, 1 week ago on PR Industry Salary Survey Has Bad News for Women
@ginidietrich @Corina Manea That's a rational statement, though. If labor is a commodity, then if I can purchase the same commodity for 20% less, it'd be illogical to do otherwise. Where logic gets fouled up is the assumption that a gender/race/religious characteristic of an individual unit of labor should be the cause for pay discrimination. A rational businessperson should be applying downward pricing/wage pressure equally across the board regardless of who the person is, just as the individual should be applying upward price/wage pressure to maximize their own personal profitability.
@ginidietrich @cspenn Yep. Let any of your colleagues know that employers may NOT suppress discussion of pay, and that there are consequences for it. On my team, we use the pay by position model as well. It's fair and easy to explain.
One thing that will help: informing employees of their rights. It is illegal for employers to enforce pay secrecy or attempt to coerce employees NOT to discuss pay. Referenced here by NPR:
@T_Burrows @cspenn Thanks for the kind words.
1 month, 2 weeks ago on The Facebook Paradox, Part 2: No Free Lunch
@DonnaFRiley Yep, as intended. The folks looking for a free, easy button will have to look elsewhere.
@Carinna Gano @40deuce Thanks, Carinna, and glad it makes sense now!
1 month, 3 weeks ago on How to build communities of social media influence
@CRM Switch Agreed. At worst, go into the templates and edit the defaults yourself. That's what I had to do.
1 month, 3 weeks ago on 4 Mobile SEO Problems That PR Pros Must Conquer
@Info4u2use Thanks for your thoughts!
@TonyBennett Thanks, Tony. Yes, to increase your value, branch out into other communities. Might be a decent follow-up exploration!
@40deuce Thanks, Sheldon! I look forward to many more improvements in the tool, too. Would love to show you some things I think it could do :)
1 month, 4 weeks ago on How to build communities of social media influence
@Patti Kresner Glad to hear there are folks out there doing relationships well!
1 month, 4 weeks ago on Why PR hasn’t been automated yet
Patch 6.1: Things We Forgot In Patch 6.0!
2 months ago on Breakfast Topic: What will you do first in patch 6.1?
@annelizhannan Exactly right. We forget that too often.
2 months ago on The secret to becoming a trusted PR professional
@foremski There absolutely is a difference. I can't speak for other firms, but at SHIFT, we're doing a lot of data-driven work behind the scenes with tools that do scale. I wrote one last week that hits a bunch of social APIs. This week, I'm working on expanding that to better estimate how sharing drives traffic. Can we persuade at scale? Insofar as we can use machines to speak to other machines to present opportunities for persuasion, yes. If we can use machines to identify the right opportunities rather than batch and blast everyone in a large media list, yes. But ultimately the organics - humans - are and always will be the bottleneck. (also commented the same on Facebook)
2 months ago on Why PR hasn’t been automated yet
@ginidietrich @cspenn No. These are not the droids you are looking for. /wave
4 months, 1 week ago on Nine PR Blogs to Read
Thanks for the kind words!
@mlstotts This is terrific feedback, and absolutely from a marketing or sales perspective, you'd want to do a lot more qualification. Increasing sampling size would help, as would using more complex marketing automation technology. This article was mainly to validate whether there were ANY qualified people in the audience, because people tend to mass contact everyone in the hopes that the audience will self select.
4 months, 2 weeks ago on How to measure the quality of your audience
@Kirk Hazlett Thanks, sir!
5 months ago on How to Use Analytics to Build Your 2015 Marketing Plan
@ginidietrich @cspenn You're welcome, madame! I can't strongly advocate enough about budgeting for measurement. It's done so rarely.
5 months, 2 weeks ago on 13 Things to Include in a Communications Firm Business Plan
The one thing I'd add that's missing: have a measurement plan with a budget line item so that you invest in measurement of your goals from the start.
@Eleanor Pierce @cspenn The show ruins the book, really.
5 months, 3 weeks ago on The Spin Sucks Inquisition: Christopher Penn
@ClayMorgan I enjoy breaking things :)
@ginidietrich @HappyGezim That said, Gini, if you're ever looking to move on from Arment Dietrich... ;-) #gottatry
@Eleanor Pierce They go by fast.
@CamileHurwitz Absolutely. Public relations is about the public - and today, that's social media in the mix.
7 months, 1 week ago on Public Relations Metrics Are Like Apples for Pie
It also requires you to document your own legacy so that you have written proof in front of you at all times. I wrote about this a little while back.
7 months, 1 week ago on Impostors Syndrome: My Very Personal Story
@Vocus @cspenn And we love Vocus.
@jspepper Quite the contrary. I love PR people and work with the best damn crew of them at SHIFT.
@PRGIRL Thanks, fixed for this year!
7 months, 4 weeks ago on Labor Day Recipes from the SHIFT Crew
@ChrisSledzik We've found much more success with Twitter, on balance. It's more open, it's more acceptable for outreach, and it's less invasive.
8 months, 2 weeks ago on The most obvious use of Instagram Direct for PR professionals
@ScottAllen1 Thanks, Scott. It's not ONLY about earned media, but earned media certainly benefits heavily from it.
8 months, 2 weeks ago on Google validates that PR is SEO in patent filing
@Dave Schneider Working well at scale depends on having a very large network. Might be a point worth a blog post in the future. Thanks!
8 months, 3 weeks ago on State of Social 2Q14: LinkedIn Marketing Falls Behind
@Dave Schneider Thanks, Dave!
8 months, 3 weeks ago on The Beginner’s Guide to Blogging, Part 1 of 10
@Jim Sweeney absolutely, and in an ideal world, I would love to see Lazy Larry never even get hired, or at the very least have a very short tenure. Regrettably, reality rarely conforms to my wishes. I appreciate the comment, though!
9 months, 2 weeks ago on Breaking Barcelona: Why Measuring PR Shouldn’t Include Sales
@kamichat Thanks, Kami - much appreciated. It's a balancing act, especially since a fair number of CMOs will interpret "where possible" as "do it or else you have no ROI and you're fired". (I actually had that conversation recently with a client)
@ScottMonty When you can successfully extinguish a social media crisis by waving your hand and saying, "These are not the comments you are looking for", then and only then will you be a social media Jedi.
9 months, 2 weeks ago on So You’re A Social Media Guru, Right?
@Michael Shepherd The risk of presenting both to management is a Glengarry Glen Ross situation where it devolves into blameshifting. That said, we do what the client wants, right?
10 months ago on Breaking Barcelona: Why Measuring PR Shouldn’t Include Sales
@HeatherWhaling Thanks, Heather!
@Scott Robertson And here it is: http://www.shiftcomm.com/2014/06/the-value-of-pr-beyond-marketing-roi/
@Danny Brown I made an attempt to address more of the operations picture here: http://www.shiftcomm.com/2014/06/the-value-of-pr-beyond-marketing-roi/
@Danny Brown you're absolutely right in that the silos we have are for operational efficiency. To the customer, it's all one spectrum of service, from beginning to end. This post looks more at measuring your operational efficiency rather than the customer perspective. Thanks, though, for your comment.
@Scott Robertson Thanks, Scott, and I need to do a followup post on all of the other areas PR touches, like customer service, retention, etc.
@JodiEchakowitz Here's the thing I disagree with about that specific set of principles. Business outcomes are absolutely, positively important. That said, tying your goals to things you cannot control and have no influence over is what I take issue with. That comes from a background in B2B marketing where PR and marketing can drive enormous audiences and leads, but if the sales guys can't sell, then you have no ROI. That doesn't mean you as a PR professional failed at your job. You may have done everything right. It means that your sales guys are bad at their jobs - should you be held accountable for their failures?
PR can influence those metrics, unquestionably. Getting the right audience is absolutely our job. We see PR's impact on search, social, and media. But ultimately, at the end of the day we do not control those downfunnel functions, and I would no more hold PR accountable to a potentially bad sales team than I would hold advertising's performance to customer service metrics.
10 months, 1 week ago on Find the ROI of PR By Measuring the Value of Audience
@Joe Walton I think that's a fair point, Joe, but is that PR or marketing? I delineate the two by the outcome. Awareness, attention, and trust are the characteristics of great PR with an outcome of audience. To me, retaining and upselling customers you already have, audience you already have, is a function more of sales and marketing - loyalty marketing, in fact.
That doesn't mean PR is without a role - you can never have too much awareness, love, or trust. It does mean, though, that ultimately the audience has already been captured and now needs to be given additional reasons to trade value.
I'd love your thoughts on it, too.
@CommProSuzi That's a deeper conversation about attribution analysis and what you can do with Google Analytics. It is possible, plus you can infer indirect impacts of PR on things like organic search based on the links you help create.