Tag Archives: how to

How to Measure Social Media ROI for Business

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My post on Mashable today is about measuring social media ROI for business. This was a difficult post to write for several reasons.

First, I know there are a lot of smart people already talking about this and I wanted to make sure I added to the conversation. It’s hard to do that when there hasn’t been a ton of progress or much movement in the last 12 months. In the research I conducted, I found the same themes in blogs tackling the subject today as I found in those from a year ago.

Second, there’s still no answer. It depends on the tactic, the audience, the objectives, the measurement tools and the department (i.e. PR or Marketing) conducting said measurement. That’s just one of the reasons I feel in large organizations, social media fall under the guidance of the PR team. I’ll address that in another post.

Finally, communicators or experts in this space need to come up with a set of measurement guidelines for the value of a conversation. In the absence of any proposed guidelines for social media measurement, we’ll see the regurgitation of the same points time and again. For example, PR firms generally agree that the value of an article placed in a newspaper is three times that of the value of an advertisement in the same paper of roughly the same size. I’m sure there’s some sort of study out there that supports it, but it seems pretty arbitrary as a rule of thumb. But it’s something.

So here’s my question: who should be tasked with developing standards for social media measurement? What organizations are already working on it? How do you measure social media success for your company?

How to Turn Your Next Business Trip into a Social Media Experience

imageMy post today on Mashable is about how to turn your next business trip into a social media experience by leveraging some of your existing networks as well as by adding a couple of others.

One of the best parts about posting to Mashable is seeing the conversations that develop in the comments, so I encourage you to not only read the post, but share your own thoughts as well.

Here are some of the tools that I referenced:

  • Twitter to inform your community about your upcoming plans and see if anyone is in that area and wants to meet.
  • LinkedIn members should take advantage of  the site’s Business Travel section under Answers and either ask a question about the place to which you’re traveling or answer a question by a fellow traveler.
  • TripIt aggregates your trip details in one place, which you can share with colleagues, contacts and family.
  • Social networks geared towards business travelers, including Placely, Dopplr and PairUp.
  • Brightkite, a location based social network that allows you tag your photos by where you upload them and, if you choose, reveals your location so you can discover other members who might be in your area.
  • Utterz, one of the easiest ways to podcast using your mobile phone.
  • Upcoming.org or Meetup to see if there are any industry related events coinciding with your trip.
  • TripHub to coordinate group events, meals or meetings if you’re traveling with several of your colleagues.

Steve Groves at the World Webinar Network adds another tool to the arsenal which I hadn’t heard of, FastPitchNetworking. It’s not necessarily related to travel, but it sounds like a more robust version of LinkedIn.

I know that my post wasn’t exhaustive and I’m confident that the community of travelers (you!) have other tactics to contribute, so please do so.

How To Leverage Social Media For Business

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My post on Mashable today discusses how businesses can begin using social media for community building and conversations. Obviously it’s impossible to construct a plan based on a single post, but I hope there are some good ideas mixed up in there to get the juices flowing.

After the tutorial was published, I shared the link with my Twitter community, asking them for their thoughts. Several people responded:

  • @MSGiro said, “I’d also toss in be prepared for the good and bad yet don’t fear the bad. Embrace and learn from it.”
  • @PaullYoung said, “Good outline mate, solid for the newbs. Go offline is always handy, but not essential. Good concise writing!”
  • @RobertCollins said, “I’ve found capturing 3 things our client’s exec staff are passionate about & sharing gets them to listen and engage faster.”

Thanks for all this feedback. That’s the part of social media that I enjoy most: the ability to bat ideas like this back and fourth in near real time with people I respect all over the world.

There’s a lot more that probably deserves to be covered as part of this topic, so I’ll try to do so here over the next few days.

My First Mashable Post

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Last week I was traveling, so I wasn’t able to share that my first post for Mashable on How to Live Blog a Conference was published on July Fourth!

If you’re not familiar with the blog, Mashable is one of the world’s top 10 blogs according to Technorati, and really one of the premier blogs on social media news and information.

I’ll be posting there a couple times a week over the next few months, so please add it to your RSS reader and leave comments!