What’s the Real Value of Social Media Engagement? And How Can It Be Measured?

social media engagement

Some experts believe social media engagement is over-rated. Photo credit: Daniel Iverson

Is social media engagement over-rated? Some marketers judge social media success by the number of blog comments, Facebook page comments, “likes” and retweets.

But businesses can’t pay the bills with engagement. Leads, clients and sales – not engagement — are the currency of business. Engagement is not a goal, only a tactic to produce measurable business results.

Ultimately, it’s irrelevant if customers or prospects comment on your page or not — as long as they buy your product or hire you. If readers aren’t commenting on your posts, it doesn’t necessarily mean they don’t find your content valuable. Some blogs, including some blogs with large followings, have turned off their blog comments. Continue reading

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Dispelling the Biggest SEO Myths

 

SEO myths

SEO changes so quickly knowing what’s still accurate is difficult. Photo credit: Apple Crate Marketing

Last year, Google released its Panda, Penguin, Pirate and Pigeon search algorithm updates, plus numerous smaller tweaks. Keeping up with SEO changes is a time-consuming job. The misinformed continue to perpetuate erroneous SEO techniques, experts lament.  

Search engine optimization has changed so much in recent years, many marketers can’t figure out what’s outdated, useless or just a waste of time. Myths in the sector seem so prevalent it’s worthwhile to examine what SEO experts believe are the most common and dangerous.

Book of SEO Myths

HubSpot lists 17 SEO myths in its new ebook, “7 SEO Myths You Should Leave Behind in 2015.”

One myth is that creating a Google Authorship can increase search visibility and click through rate. Actually, Google announced that it has dropped its authorship program, though some experts contend Google still gives weight to authorship. Continue reading

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How to Improve Your Blogger Outreach and Tactics to Avoid

 

blogger outreach PR programs

Blogs are an important PR channel. Photo credit: Mike Licht

Blogs are now a recognized and important PR channel. Consumers view blogs as trustworthy sources for product research. According to Technorati, 31 percent of online shoppers are influenced by blogs, a figure that’s larger than any other online service except for retail sites and brand sites.

Influential bloggers can solidify the reputation of a brand and its products. In fact, most influencers are bloggers: 86 percent of influencers have blogs and 88 percent of influencers say they blog for themselves.

Public relations professionals can do a better job reaching out to bloggers. It’s not uncommon for PR reps to contact blogs that are dormant, email requests for product reviews to bloggers who don’t cover their business, or mass mail cookie-cutter pitches to bloggers. Continue reading

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PR Must Become More Analytical, Says PR Measurement Expert

 

Katie Paine, PR measurement expert

Katie Delahaye Paine, PR measurement expert

Public relations professionals must become more analytical in order to quantify their contributions to their organizations. Although PR pros are unlikely to become mathematicians, they must monitor and measure media and quantify their results in order to win support from their executive leaders, explained PR measurement expert Katie Delahaye Paine in a presentation at Gateway Community College in New Haven. 

Paine, founder of The Delahaye Group and KDPaine & Partners, relayed the story of a woman whose PR work was questioned in a board meeting. An executive stated the organization’s PR wasn’t performing as well as it was under her predecessor. The PR director promptly opened a report and cited percentage increases that showed media coverage had increased and coverage was more positive.  The board never again questioned the effectiveness of the PR department. Continue reading

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How to Better Measure Social Media Marketing

 

social media marketing measurement

PR and marketers can better measure how social media impacts key business objectives. Photo credit: Randen Pedersen

Companies continue to struggle with measurement of social media marketing.  Even as they dedicate larger portions of their marketing and PR budgets to social media, few companies can show how much social media impacts business outcomes.

Many businesses continue to use vanity metrics such as the number of Twitter followers and Facebook likes. Those numbers are posted on the social networks, are easy to aggregate, and show obvious trends. Metrics that impact sales and ROI, such as how many conversions a social media channel drives, are not nearly as easy to determine. Continue reading

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Marketers Struggling with Pinterest: Report

 

marketing on pinterest

New research concludes that Pinterest is “Not Ready for Prime Time.” Image credit: mkhmarketing

Are you considering marketing through Pinterest? You might have second thoughts after reading a report from Forrester Research.

Pinterest has many strong points from a marketers’ perspective, including a large audience that loves to interact with brands. Yet only about half of top brands have created Pinterest boards, and those that have done so struggle to find value, according to the report “Pinterest Is Not Ready For Prime Time.”

“Pinterest is confusing. It’s a bundle of contradictions: at once it offers marketers huge potential and huge frustration,” writes Nate Elliott, a Forrester Research vice president & principal analyst, for Forbes. Continue reading

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PR Campaigns for Super Bowl Ads Increase ROI

Super Bowl ads have become much more than just TV ads. Most Super Bowl advertisers now surround their ads with intensive public relations campaigns to increase their ad’s value and return on investment.

Companies now combine the highly anticipated but costly television ads with well planned pre-game publicity campaigns. A typical strategy involves promoting the ads and dropping hints about their content on social media to boost pre-game publicity.

Although most PR and marketing pros may never promote Super Bowl ads, the campaigns offer some interesting tactics that can be mirrored in other PR projects. Continue reading

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