Learn more at http://www.christopherspenn.com
@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!
1 week, 1 day 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)
1 week, 5 days ago on Breaking Barcelona: Why Measuring PR Shouldn’t Include Sales
@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.
1 week, 5 days 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?
3 weeks, 6 days 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.
4 weeks ago on Breaking Barcelona: Why Measuring PR Shouldn’t Include Sales
@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.
1 month 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.
@teamccloud Ain't that the truth!
@THINK_Lyndon I like the idea of influencers and relationships as outcomes; the catch will be quantifying them to the point where the CMO will be able to add it to a projected P&L.
@BillSmith3 Thanks for the kind words!
@Eleanor Pierce No, not in special cases like crisis comms, where you're trying to undo damage, certainly. But for most of the time when the CMO asks the VP of Comms what PR has done for him lately, he's thinking P&L.
@allpointspr100 Yep, I'm a big fan of the Paper app. It makes inept artists like me look stylishly inept.
@ClayMorgan Thanks, Clay!
@JHTScherck @cspenn Right, but I was also referring to their previous patent on co-citation, which uses word associations. Is that too far a conclusion to draw? Co-citation and word associations, with or without a linked resource as a valid implied link?
2 months, 2 weeks ago on Google validates that PR is SEO in patent filing
@bill_slawski @cspenn @ccarfi Hi Bill,
Thanks for the feedback, here and on Twitter. Their previous patent on co-citation of text clusters is what drew me to conclude that co-citation and implied links were both relevant and related for determining a brand's mentions. As you pointed out on Twitter, I'm not a lawyer, I don't play one on TV, and I don't regularly read thousands of patents (though I probably should), so my interpretation is based only on what I've been able to glean from 8290956 and 8682892. I'm happy for you or anyone else to shed more light - one of the other commenters said that citation was more likely to be an unlinked URI, but Google seems to separate URIs in general from words and clusters of words.
Thanks for commenting.
@badams In this particular patent, Google just references the citation. However, in Patent 8290956 (linked here: http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-bool.html&r=1&f=G&l=50&co1=AND&d=PTXT&s1=8290956.PN.&OS=PN/8290956&RS=PN/8290956 ) they specifically call out URIs and URLs as identifiers, not citations. Citations and words (linked or unlinked) are kept separate and Google specifically discusses them as co-citations (word clusters).
Now, as I've said, I'm not a lawyer. I don't even play one on TV. Co-citation of associated words and implied links are both techniques Google uses for relevance. Maybe it is the unlinked URL/URI, but we can't be sure either way.
If someone else is a patent/trademark lawyer, please do help!
@AgentBlackhat Thanks, and I agree that it would be nice to have the context of the patent, but somehow I don't see us getting that access any time soon. We do know from previous IP purchases that they do topic-focused matching as well.
@JHTScherck The part I'm concerned with in the patent specifically is the classification of links. I'm open to hearing other interpretations of that part (section 302 in the diagram) if I'm wrong.
@ScottMonty I only hope that if ever again I have an important case I shall have the good fortune to have you by my side.
2 months, 3 weeks ago on Google validates that PR is SEO in patent filing
@ccarfi Hi Chris - I so appreciate the thoughtful comment. In regards to it, I realized I forgot to link to the actual patent itself. My interpretation of the PR is SEO section comes from the linking engine portion in Figure 3, where they make the determination about what links actually are. The part you point out above in 1 and 2 refer to reference queries and you've got the language exactly right. Reference queries can be explicit or implicit.
That said, the implied link is a determination for what resources are independent (this is Panda, so they're looking for obvious duplications from people looking to rig the game). That's how I got to the conclusion in the original post. The engine that processes link independence doesn't directly look at the reference query (from what I can tell, anyway), but is part of the score modification in Figure 5. If a set of links are judged as not independent, Google applies score modifications to reduce the prominence of subsequent, non-independent results.
The reason for my conclusion is that the independence test for links, to me, paints a larger picture of what Google looks at not only for a test of independence but also for what's relevant.
Thanks again for contributing.
@digitalbase And a whole lot of Celine Dion.
3 months, 3 weeks ago on PR Pros: Get our new mobile app, ZiPR!
@howardgr Agreed. I have a couple of non-profit clients with very small budgets, and Facebook has been relegated to "yeah, post there, but don't expect much".
3 months, 4 weeks ago on How much will you need to pay Facebook?
@chrisbacke Chris - Agreed that some companies will still be there, even at exorbitant costs, because as you said, it's where the billion people are.
@KirkHazlett Kirk, I would agree that there are scientific aspects of it, but at the end of the day, anything dealing with human behavior (as PR does at its core) is going to be squishy. We're absurdly unpredictable animals!
Thanks so much for sharing.
3 months, 4 weeks ago on Can you automate PR?
@ScottMonty I haven't read that one in a while. Recently cruised through Adventures and Memoirs, Last Bow is next up :)
5 months ago on A social media data warning from Sherlock Holmes
@alanbr82 While it's always been true, the risk of not being better is greater to PR folks because one bad pitch can not only ruin that particular effort, it can burn the relationship entirely, and that can be a massive setback.
6 months ago on How Content Marketing Could Kill PR
6 months ago on Let your core values guide employee opinions online
@KirkHazlett Thank you!
@lincolnwater In this case, we are looking at referral traffic originating from plus.google.com or plus.url.google.com
6 months, 1 week ago on How essential is Google+ for PR and marketing?
@WebStuPointO I completely agree that you can't declare a winner JUST on traffic, but the reality is that if you drive near zero visitors, then the likelihood of converting any of them will by default be near zero as well.
@FirebrandTalent @trevoryoung @cspenn That's a sensible question. We'll look to add LinkedIn for the next data run!
@Bernard Goldbach That's odd, Bernie - I can see it either as plus.google.com or plus.url.google.com on the sites I've checked.
@cparente Here's the followup to point #2 that you made: http://www.shiftcomm.com/2014/01/nuances-in-the-content-shock/
6 months, 2 weeks ago on The Role of PR in the Coming Content Marketing Collapse
@Kenneth James Thank you, Kenneth!
@crmurray30 @TDefren @markwschaefer It applies, but it will suffer diminishing returns at a slower rate. Crap content has already reached uneconomical, and did once Google started rolling out the Panda and Penguin updates over the last two years. Mediocre content is taking the hit now. Good content will have diminishing returns soon, and stellar content won't see it.
The challenge, then, is to be stellar or else.
@laurenkgray I think the starting point of the discussion is an understanding of costs, much in the way some companies measure retention as opposed to the cost of acquisition. Losing a lot of loyalty in one person means you have to start building up loyalty in a whole bunch of other people in the hopes that the one evangelist you lost can be found again in someone else.
@mpace101 I think there will be significant differentiation and segmentation of the audiences we do have. We have the casual folks, the engaged folks, the customers, and the evangelists, and if marketers are smart, they'll work them from the bottom up, evangelists first. Losing loyalty will have a much stiffer penalty than it currently does.
@Frank_Strong Thanks, Frank!
6 months, 2 weeks ago on 7 Ways to Start 2014 Strong for PR and Marketing
@Cision NA Thanks, Lisa!
7 months, 1 week ago on The most obvious use of Instagram Direct for PR professionals
7 months, 2 weeks ago on The One Tip for 2014 to Vastly Improve Your Marketing and PR
@Fred Bals Thanks, sir. I agree there are definitely degrees of awards. That said, there are lots of awards that consumers (especially in B2C and retail B2C most of all) simply can't differentiate between. There's one awards company that I won't name that will basically create an award for you, so yes, there are awards, and then there are AWARDS.
7 months, 2 weeks ago on Are awards really necessary?
8 months, 1 week ago on Earned media might be invisible to your web analytics
@Steve Robinson That's a great question and worthy of a followup blog post!
8 months, 1 week ago on 2014 will be the year of brand journalism
11 months, 1 week ago on Hump Day Help: 5 experts weigh in on the future of professional communication
@Cision NA Thanks :)
11 months, 2 weeks ago on PR Firms: How Do You Know it’s the Right Fit?
Thanks for the kind mention, Gini! Also, get well.
@Ike Well said!
11 months, 3 weeks ago on Facebook Embedded Posts Create Ad Potential, PR Problems
@howardgr Suppose I want my Facebook Page to have better Edgerank. What if I put an embedded post from it at the bottom of my website's homepage or the most trafficked page? It'll still count as a view and the Facebook SDK will track anyone logged into Facebook as having seen it, so it will bump up the People Who Have Seen This numbers whether or not they actually read it.
@getsocialpr There are. We typically measure the value in terms of marketing metrics like lead generation and sales, since they have a direct line of sight to revenue.
12 months ago on PR is a sales job
@chelpixie @suzemuse Just for this, Dave and I will recite the entirety of Return of the Jedi at your cubicle wall daily.
12 months ago on SHIFTing Forward
@Brian Kemp The site responded within the hour and it was taken down.
1 year ago on How to respond to plagiarism and copyright violation (US version)
@KensViews @cspenn Thanks, Ken. I'm a fan of @tdefren too :)
1 year, 1 month ago on The Importance of Tracking Time and Other PR Firm Essentials
@ginidietrich @cspenn A good question. That's why I like to schedule in half-hour blocks. It's kind of like Legos - if something comes up, I move blocks around and make it all fit.
The way I do this at SHIFT is by living in Outlook's calendar. I block off time in half hours for everything - lunch, meetings, etc. and when a client has time block X, they get 100% of my focus for that block. When the block comes to an end, I save all work and move onto the next block. It's the ONLY way I've found to give the appropriate time to clients and still meet all my other obligations - including obligations to myself.
@jowyang Thanks for the inspiration. I do agree that reputation will be one of the cornerstones of the collaborative economy. The catch will be someone coming up with a reasonably standardized way of measuring that reputation. Does an Uber 5-star driver sync with a Lyft 5-star driver? Does a motel with a 4-diamond rating from AAA compare favorably to an AirBnB top rating?
1 year, 1 month ago on The role of public relations in the collaborative economy
@shelholtz I lump advertising in with media, which PR shares a responsibility with advertising. Both earned and paid media have the same responsibility and end goal: get people to the front door.
1 year, 1 month ago on Are marketing and PR the same thing?
@andreacook Hi Andrea - you can reach Catherine at Catherine at shiftcomm.com. - CSP
1 year, 2 months ago on Core Values: Connected
One comment on Analytics trackbacks - this is based on the GA DataHub which incorporates social data from almost every social network except... Twitter, Facebook, and LinkedIn. So it's useful for measuring your trackbacks for links shared by G+... but that's about it. We still need third party tools for monitoring the other big 3.
1 year, 3 months ago on Lots of Changes at Google: What it Means for You
@theelusivefish Thanks for sharing, Rob!
1 year, 3 months ago on How to Measure PR: Introduction and Sales Metrics
@djwaldow @ginidietrich So two things - first, yes, set them up as a user in your WP site. You don't have to give them any privileges or access, you can just configure it as a locked out user, then edit their author info in the user tab. After that, you ask them to add your site as a contributor on their G+ profile.
1 year, 4 months ago on How to set up Google+ authorship
Thanks for the callout - don't forget the Users config for individual authors! That's how you get contributing authors to lend some of THEIR juice to your site!
1 year, 4 months ago on Eleven Steps for Setting Up and Using the Yoast SEO Plugin
@ginidietrich It truly is amazing how little is known about this stuff, especially since Google has been penalizing duplicate content for years and years!
1 year, 5 months ago on Say no to copies
@abelniak @abelniak Hey Alan, the whole disclosure is on the CEB site, and was satisfactory to me in terms of scope and specificity. I should probably revise some of my language to reflect that specificity.
1 year, 5 months ago on Changing your B2B PR Approach for Selling
The way I picked these three examples was to troll through some of our industry pubs like PRWeek and PRDaily to see what people thought were the top X crises of 2012, then for any publicly traded company, I pulled their stock data from Google Finance. Some of the biggest PR crises were for organizations that don't have a publicly available, comparable data source. For example, Livestrong and the Lance Armstrong brand took a beating, but there's no public data source that quantifies non-profits the same way as stock data.
I was expecting the impact on Pepsi to be the strongest because it was supposedly product related. But nope, nothing. If someone else wants to pull more samples and post the data, I will gladly update the post!
1 year, 5 months ago on Do social media tempests in teapots matter?
@DaveZ Thanks Dave - the feedback is much appreciated! - CP
1 year, 6 months ago on How to craft an audience-centric media pitch
Good old HTML, unless you've got technical skills and then you can do this with a PDF, too.
1 year, 6 months ago on Social Media Press Release 2.0
@JoeCotellese @shiftcomm There's a +1 button that lets you share it on the left side.
1 year, 6 months ago on 3 Reasons B2B Companies Should Be On Google+
@coreycreed Followup post: http://www.shiftcomm.com/2012/12/the-role-of-the-social-media-press-release/
1 year, 7 months ago on Social Media Press Release 2.0
@coreycreed Check out the followup post. The key piece is this: every part of the social media press release should be created in advance of the release itself. It's all separate media. The social media press release is basically an aggregated bundle of stuff the business should be doing anyway.
@dough Agreed Doug, though in this case I'm fairly concerned about the deliverability ratings based on engagement.
1 year, 10 months ago on Stop Sharing Your Email Newsletter in Social Media
Many thanks, Arik! Much appreciated.
1 year, 10 months ago on 4 social media e-newsletters that should be in your inbox
@jasonkonopinski The assumption here that's incorrect is that it's either/or. Theater was created in ancient Greek and Roman times. Still with us. Gutenberg's press is centuries old, but we still have books. It's not social or email. It's social AND email. And TV. And radio. And books. And the spoken word. As with all things, people will find the medium that works best for them.
2 years, 2 months ago on Social Media to Replace Traditional Media Says CEO Study
“We are all the sum of our tears. Too little and the ground is not fertile, nothing can grow there; too much, and the best of us is washed away. There is a greater darkness than the one we fight. It is the darkness of the soul that has lost its way. The war we fight is not against powers and principalities; it is against chaos and despair. Greater than the death of flesh is the death of hope, the death of dreams. Against this peril we can never surrender. The future is all around us, waiting, in moments of transition, to be born in moments of revelation. No one knows the shape of that future or where it will take us. We know only that it is always born in pain.”- J. Michael Straczynski
Both condolences and congratulations to you, sir, for finding your way. See you in a few days in sunny Florida.
2 years, 5 months ago on Why I’m Not Writing a Book This Year
@SunnyHill You would start as we did, charting out the pareto curves of your last few sends and mapping them to known, normalized curves. Look for distortions and then make a decision based on that data.
2 years, 9 months ago on Email Open Rate Decay, Part 1
Thanks for the kind words.
2 years, 9 months ago on How to create an email marketing metrics dashboard
@vegas_2010@whatcounts On the topic of YouTube videos, if the goal is distribution, YouTube is a fine choice. It's got a massive social network behind it, and thus is a great choice if you want eyeballs. If you want conversion, on the other hand, it's not as good as what Chris Lusk talked about in the post.
2 years, 10 months ago on Using Video In Email to Increase Sales
Actually, that was a bug on my part, the guy who wrote the email. It's a valid question, and you'll see the correct video in next week's email. You'll see the actual video in action if you click the video thumbnail.
@Thomas Frank To be perfectly honest, Facebook Likes are nearly worthless. Here's why: show me a way you can download your Facebook fans and port them to another system. You can't, and as a result, Facebook owns them. Your email list is your asset, and you have total control over where you choose to send from.
3 years ago on What is an email address worth?
@annedreshfield Thanks, and glad it was worth a few thoughts.
@tnixon16 Here's the funny thing: It has been my experience that organizations are much better at knowing who they want to say things to and much worse at having something valuable to say. The two are interdependent, but if I had to ask someone to err on one side or the other, I'd say err on the side of investing time in valuable content.
3 years ago on Social Media Strategy in One Slide
@AdeleMcAlear Agreed. There are also some parts to my method that aren't disclosed here that make it even more manageable and focused, but that's for another time.
3 years ago on Disclaimers, cautionary tales, and warnings