How To


June 1st, 2009 by

❑ 1. Identify audiences and publics. ❑ 2. Define objectives for each audience/public. ❑ 3. Define measurement criteria. ❑ 4. Define the benchmark. ❑ 5. Select measurement tools. ❑ 6. Analyze data, draw actionable conclusions… Continued

Guiding Principles For Social Media Marketing

May 25th, 2009 by

• Think tribe, not market segment: Find groups of people who have something in common based on their behavior, not their market characteristics. • Think network, not channel: The most important conversations in communities happen… Continued

Look Who’s Talking: Social Media Marketing in the Conversational Age

May 25th, 2009 by

The proliferation of social media platforms has blurred the once well-defined line that separated public relations from marketing. One-way marketing messages were the rule, and public relations’ relationship-centric duties didn’t factor into the equation. “Companies… Continued

Top Guns: Reputation Management Strategies From CorpComm Elite

May 25th, 2009 by

On May 14, 2009, pharmaceutical manufacturing giant Pfizer announced a program that would provide newly unemployed individuals and their families with free medications for up to one year. It’s a public relations coup by any… Continued

Insomnia in the C-Suite: Comms Key to Mitigating Risks in Turbulent Economy

May 18th, 2009 by

The current financial crisis is a mixed bag for communications executives, according to a slew of recent industry reports. On the one hand, their value quotient seems to have increased exponentially in the eyes of… Continued

Twitter Do’s and Don’ts

May 18th, 2009 by

Do: • Post links and re-tweet information that relates to, parallels or complements your brand. • Add value to others’ Twitter experiences. • Be clear about the action you want people to take. • Talk… Continued

Go Forth & Tweet: Best-in-Class Twitter Strategies for PR Execs

May 18th, 2009 by

If you are still looking for a reason to join Twitter, then you’ve already missed the boat. With an estimated 5 million users (and growing), nearly $60 million in secured funding and interest from big-time… Continued

Sample Enterprise Community Metrics

May 11th, 2009 by

Financial Metrics: Revenue generated (direct and indirect, i.e. client retention or pass-through revenue gained through bundled services) minus operational costs. Operational Metrics: Fully burdened costs of community operations including technology, development, content acquisition and staffing.… Continued

Enterprise Communities: Adding Value via b2b Social Networks

May 11th, 2009 by

When somebody uses the term “social network,” what is the first thing that comes to mind? Chances are, Facebook, MySpace or LinkedIn will be your go-to word association. These established online communities offer substantial benefits… Continued

How To…Assess & Respond to Negative Blog Posts

May 11th, 2009 by

According to a research report released by scholars at the Society for New Communications Research, the University of Massachusetts, Dartmouth and Financial Insite Inc., Fortune 500 companies are further along in their adoption of public-facing… Continued