Suzanne Mannion
- 7 comments
- 0 likes given
- 5 likes received
Bio not provided
Great article and very useful information! Although some of the findings are a bit worrying, I can’t help but notice that businesses are getting to know how things really work around the social media scene and are realizing its true power. However, when it comes to measurement, one of the problems is that every marketer seems to have a different technique and they often tend to just measure the accumulation of friends, followers or likes, and forget to look at brand awareness (measured by surveys) or actual leads. Also, the problem with ROI and measurement can also be caused by a lack of clear objectives and goals that marketers need to establish for their social media strategy.
Indeed, social media has changed the communications environment. But whether you're targeting a "traditional" reporter or a blogger, tailoring a pitch is the key to respecting the journalist's expertise and editorials needs. We emphasize an integrated approach. For social media itself, it's no longer relevant to push out content - listening and engaging are essential. Even "old school" PR people can make the switch!
People tend to trust those who can stir positive emotions. Are we able to create a great experience for our readers only through original content, or can we also use shared content? There are important benefits in sharing content created by others. Producing original content requires a significant time investment. And although it also takes time to consume media, the ratio isn’t even close.
Agree with all your points - and believe they hold true for all social media platforms and not just blogging. One point I might counter! Not everyone has a problem being told their wrong. After all, if we've achieved such greatness, what's the point in moving forward and trying new things? If we're wrong, we know we've learned. Simplistic, perhaps, but the approach works for me.
Agree! The role of the PR professional is to make our clients shine - that's what make us look great! Getting a media target interested in a story idea is just part of the battle. Make sure your client is fully prepared to represent the brand/product to the target audience. You might encounter a fight at this stage, as we addressed in a recent post about media training. http://www.newsmakergroup.com/blog/media-training-is-that-really-necessary/
Establishing the objectives of a social media campaign or online activity is the most important step: the company is looking to sell or is it looking for brand awareness? The next step is to set the conversion rates for the numbers in social media. Big numbers in social media bring brand awareness, that's a fact. If the company is looking to sell, maybe that is not the best method. Social media should not have the purpose of bringing leads to the business, there are other activities that have this result. However, in regards to the ROI, this will increase in time, not immediately.
Danny, we are in totally agreement. A key component of a proposed social media strategy is the WHERE. You can't be all things to all people, after all. BUT, a point to consider - as a communications agency, we aim to be in as many places as we can be so that 1) we understand the options for our clients and 2) we're scoping new business opps!