This presentation explores the use of social media monitoring to mine insight and bring that insight back to your organization in order to apply and improve results. Also addresses why I feel PR is well poised to own this role in an organization.
Using social media (and networking) to land a jobKelly Rusk
Using social media (and networking) to find a job
The document discusses how using social media and networking can help students and job seekers stand out from other candidates and land their dream job. It notes that over 50% of employers use social media to research candidates and recommends that job seekers control what employers can find about them online. The document provides tips for building a professional network through associations, events, and following up with contacts on social media and LinkedIn. It also discusses social media etiquette and using platforms like LinkedIn and blogging to develop a personal brand.
Social Media for Government - Integrating social media across an organizationKelly Rusk
This document discusses a strategic and integrated approach to using social media in organizations. It outlines a typical six-step cycle organizations go through with social media, from using it as a megaphone to changing processes and culture. The document advocates for the "social business" model where social media is integrated across all divisions. It provides tips for moving through the social media cycle faster, such as better communications planning, governance policies, and using social media for research. Government organizations are positioned to excel at social media use through strong governance policies and guidelines.
IABC Student Conference: Business applications of social mediaKelly Rusk
This document discusses using social media for career and business purposes. It provides tips for using social media to get hired, including networking, developing complementary skills, and always adding value. Social media can be used for media relations, promotion, community building, event management, content creation, research, and delivering results. Knowing about social media is important for many marketing and communications roles.
This document discusses the importance of professional networking and provides tips for how to network effectively. It emphasizes that networking is about building long-term relationships that can benefit one's career through opportunities for career advancement, business, and freelance work. Some tips include volunteering, informational interviews, using social media to engage with others and maintain connections, having an elevator pitch prepared, dressing appropriately for events, and following up after meeting someone. The document stresses that networking takes practice and should be an ongoing effort even after getting a job.
Danielle A. Jones gave a presentation at HRMATT's 9th Biennial Conference about the importance of social media for careers and companies. She discussed how having an online presence can help with both recruiting and employer branding. Jones also highlighted some of the risks of social media, like employees posting sensitive information or personal opinions, and suggested companies implement social media policies and guidelines to address these issues. The presentation provided strategies for companies to leverage social media for recruiting, such as sharing job openings through employee networks and utilizing video applications.
This document summarizes a presentation about media planning and the importance of publicity in marketing. It discusses selecting target audiences, choosing appropriate media types like print, broadcast, internet and outdoor media. It emphasizes the goals of using media planning to reach customers efficiently and create brand awareness. Challenges like allocating responsibilities and resources for social media efforts are also covered. The presentation concludes by setting goals to emerge as a national brand by 2015 and international brand by 2020 through strategic media planning.
Using social media (and networking) to land a jobKelly Rusk
Using social media (and networking) to find a job
The document discusses how using social media and networking can help students and job seekers stand out from other candidates and land their dream job. It notes that over 50% of employers use social media to research candidates and recommends that job seekers control what employers can find about them online. The document provides tips for building a professional network through associations, events, and following up with contacts on social media and LinkedIn. It also discusses social media etiquette and using platforms like LinkedIn and blogging to develop a personal brand.
Social Media for Government - Integrating social media across an organizationKelly Rusk
This document discusses a strategic and integrated approach to using social media in organizations. It outlines a typical six-step cycle organizations go through with social media, from using it as a megaphone to changing processes and culture. The document advocates for the "social business" model where social media is integrated across all divisions. It provides tips for moving through the social media cycle faster, such as better communications planning, governance policies, and using social media for research. Government organizations are positioned to excel at social media use through strong governance policies and guidelines.
IABC Student Conference: Business applications of social mediaKelly Rusk
This document discusses using social media for career and business purposes. It provides tips for using social media to get hired, including networking, developing complementary skills, and always adding value. Social media can be used for media relations, promotion, community building, event management, content creation, research, and delivering results. Knowing about social media is important for many marketing and communications roles.
This document discusses the importance of professional networking and provides tips for how to network effectively. It emphasizes that networking is about building long-term relationships that can benefit one's career through opportunities for career advancement, business, and freelance work. Some tips include volunteering, informational interviews, using social media to engage with others and maintain connections, having an elevator pitch prepared, dressing appropriately for events, and following up after meeting someone. The document stresses that networking takes practice and should be an ongoing effort even after getting a job.
Danielle A. Jones gave a presentation at HRMATT's 9th Biennial Conference about the importance of social media for careers and companies. She discussed how having an online presence can help with both recruiting and employer branding. Jones also highlighted some of the risks of social media, like employees posting sensitive information or personal opinions, and suggested companies implement social media policies and guidelines to address these issues. The presentation provided strategies for companies to leverage social media for recruiting, such as sharing job openings through employee networks and utilizing video applications.
This document summarizes a presentation about media planning and the importance of publicity in marketing. It discusses selecting target audiences, choosing appropriate media types like print, broadcast, internet and outdoor media. It emphasizes the goals of using media planning to reach customers efficiently and create brand awareness. Challenges like allocating responsibilities and resources for social media efforts are also covered. The presentation concludes by setting goals to emerge as a national brand by 2015 and international brand by 2020 through strategic media planning.
Version of presentation to be shared at today's Human Resource Association of T&T conference. Contains suggestion on how forward thinking HR practioners can utilize social media to the benefit of their organizations
Managing Up, Down and Sideways - Digital PM Summit 2013Breandán Knowlton
Workshop presentation at the Digital PM Summit in Philadelphia, Oct 14-15, 2013. Breandán applies Fiske's Social Relationship theory to the practice of managing projects in the business world.
10 Key Takeaways from Social Media Biz Summit 2013 (#SMBS13)Social Eddy
Social Media Biz Summit 2013 was a social media conference held in Buffalo, NY on May 14, 2013. The main theme of the event was how to use social media to achieve business objectives. Some of the biggest topics discussed included social media marketing, content marketing, social ROI, market research, and social engagement. Speakers included Ted Rubin, Ric Dragon, Sam Fiorella, Dr. Natalie Petouhoff, Niels Schillewaert, Deborah Weinstein, and several others social media experts.
10 tips for social media success in 2013 (Exact Target 3Sixty Live)Ramsey Mohsen
From the promo: "Coordinating and integrating social media into your overall cross-channel marketing mix is not easy. Come join in and attend a session were Ramsey Mohsen, Director of Social Media, DEG, shares 10 tips and tactics in regards to areas you need to focus to ensure your business is successful and achieving measurable results in 2013."
This document outlines 13 social media trends for 2013 according to various sources. The trends include social media moving beyond engagement to focus on relationships and relevance, the rise of influence and augmented/touchscreen technologies, a greater focus on mobility, gamification, big data, new social networks, hyper-local commerce, and collaborative consumption. It also notes that the marketing team will evolve as social media expands beyond just marketing. Valuable sources to follow for social media trends are also listed.
This was a second part of a news literacy program funded through a McCormick foundation grant. The project bring two teams (one from Chicago, one from DC) of four students each to the Boston convention. Led by myself and Multimedia Instructor, Kris Doran, the teams will each create a 2-minute public service announcement that will be viewed at the end of each convention. The team PSA will address the question: “How does media affect the way teenagers view themselves and the world?”
More and more frequently I need to explain to people the concept of Social Media Intelligence (SOCMINT).
This is a simple slidedeck to introduce people the new concept and its value in digital marketing and strategy and what is the power behind it.
The document discusses trends in media from 2013, including predictions that were made at the end of 2012 and how accurate those predictions turned out to be based on what happened in 2013. It covers trends related to the consumer like how attention spans are fragmented across many interests and a need for immediate, relevant information. Media trends discussed include the rise of multi-screen experiences and native advertising, as well as users having more control over the content they see.
The document discusses trends in media from 2013, including predictions that were made at the end of 2012 and how accurate those predictions turned out to be based on what happened in 2013. It covers trends related to the consumer like how attention spans are fragmented across many interests and devices, and trends in media like the growth of multi-screen experiences and the shift to more native, less interruptive forms of advertising. The document serves as a report card to evaluate the predictions for 2013 and provide insights into promising trends for 2014.
The document discusses trends in media from 2013, including predictions that were made at the end of 2012 and how accurate those predictions turned out to be based on what happened in 2013. It covers trends related to consumers, such as their increasing desire for relevance and personalization, as well as trends in areas like media, shopping, and technology. The report card format evaluates which predictions were accurate and which were not, and provides implications for what these trends may mean for the upcoming year in 2014.
This document provides a report card on trend predictions made by the agency 22squared at the end of 2012 for what would happen in 2013. It examines how accurate their predictions were across four key areas: consumer trends, media trends, shopping trends, and technology trends. For each of the trends they predicted, it provides the original prediction from late 2012, what actually happened in 2013 based on their observations, and what they believe this means for trends in 2014. The document aims to hold the agency accountable for its predictions and identify lessons that can help them anticipate emerging trends in the future.
The document provides guidance on creating an effective social media strategy. It emphasizes the importance of understanding your audience, defining clear objectives and goals, and creating a content plan. Key steps include knowing your target audience, setting objectives and metrics, developing brand messages, planning content through a calendar, and managing your social media accounts with a policy. The strategy should then be monitored and adjusted based on data from measurement tools.
The document discusses how social media is changing how companies approach human resources and recruiting. It notes that in 2012, many companies began using social media to market their brands, and that in 2013, more will integrate social technologies into recruiting, developing, and engaging employees. Specifically, it suggests companies will see the rise of "Social HR" where traditional resumes are replaced by personal brands, influence on social networks becomes a new currency, and recruiters are able to find potential candidates by scanning social media even before job openings exist.
Content Marketing & Online Best Practices for Law Firms to Attract New Clientsprnewswire
This document discusses best practices for law firms to use content marketing to attract new clients. It recommends that law firms create and share high-quality content across owned, earned, and paid media channels to engage current and potential clients. Specific tips include mapping content to the client buying process, creating different types of content like blogs and videos, focusing on website design and multimedia, publishing content regularly to build trust, and engaging influencers to spread content to target audiences. The goal is to use content marketing to differentiate the law firm, attract new audiences, and establish attorneys as thought leaders in their fields.
E-Commerce is becoming more and more pervasive, multi-channel, multi-device and must be able to maintain contact with consumers on different media. Blomming is a solution that allows everybody, people and companies, to become a social retailer
Social media is about building relationships, not technology or content. It requires engaging with others rather than just posting. While many people are on social media, success requires focusing on the network with your target audience rather than trying to use every platform. Building trust by revealing your authentic self is more important than expertise or the number of networks used. Success takes ongoing time and effort to understand what works through trial and error.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Version of presentation to be shared at today's Human Resource Association of T&T conference. Contains suggestion on how forward thinking HR practioners can utilize social media to the benefit of their organizations
Managing Up, Down and Sideways - Digital PM Summit 2013Breandán Knowlton
Workshop presentation at the Digital PM Summit in Philadelphia, Oct 14-15, 2013. Breandán applies Fiske's Social Relationship theory to the practice of managing projects in the business world.
10 Key Takeaways from Social Media Biz Summit 2013 (#SMBS13)Social Eddy
Social Media Biz Summit 2013 was a social media conference held in Buffalo, NY on May 14, 2013. The main theme of the event was how to use social media to achieve business objectives. Some of the biggest topics discussed included social media marketing, content marketing, social ROI, market research, and social engagement. Speakers included Ted Rubin, Ric Dragon, Sam Fiorella, Dr. Natalie Petouhoff, Niels Schillewaert, Deborah Weinstein, and several others social media experts.
10 tips for social media success in 2013 (Exact Target 3Sixty Live)Ramsey Mohsen
From the promo: "Coordinating and integrating social media into your overall cross-channel marketing mix is not easy. Come join in and attend a session were Ramsey Mohsen, Director of Social Media, DEG, shares 10 tips and tactics in regards to areas you need to focus to ensure your business is successful and achieving measurable results in 2013."
This document outlines 13 social media trends for 2013 according to various sources. The trends include social media moving beyond engagement to focus on relationships and relevance, the rise of influence and augmented/touchscreen technologies, a greater focus on mobility, gamification, big data, new social networks, hyper-local commerce, and collaborative consumption. It also notes that the marketing team will evolve as social media expands beyond just marketing. Valuable sources to follow for social media trends are also listed.
This was a second part of a news literacy program funded through a McCormick foundation grant. The project bring two teams (one from Chicago, one from DC) of four students each to the Boston convention. Led by myself and Multimedia Instructor, Kris Doran, the teams will each create a 2-minute public service announcement that will be viewed at the end of each convention. The team PSA will address the question: “How does media affect the way teenagers view themselves and the world?”
More and more frequently I need to explain to people the concept of Social Media Intelligence (SOCMINT).
This is a simple slidedeck to introduce people the new concept and its value in digital marketing and strategy and what is the power behind it.
The document discusses trends in media from 2013, including predictions that were made at the end of 2012 and how accurate those predictions turned out to be based on what happened in 2013. It covers trends related to the consumer like how attention spans are fragmented across many interests and a need for immediate, relevant information. Media trends discussed include the rise of multi-screen experiences and native advertising, as well as users having more control over the content they see.
The document discusses trends in media from 2013, including predictions that were made at the end of 2012 and how accurate those predictions turned out to be based on what happened in 2013. It covers trends related to the consumer like how attention spans are fragmented across many interests and devices, and trends in media like the growth of multi-screen experiences and the shift to more native, less interruptive forms of advertising. The document serves as a report card to evaluate the predictions for 2013 and provide insights into promising trends for 2014.
The document discusses trends in media from 2013, including predictions that were made at the end of 2012 and how accurate those predictions turned out to be based on what happened in 2013. It covers trends related to consumers, such as their increasing desire for relevance and personalization, as well as trends in areas like media, shopping, and technology. The report card format evaluates which predictions were accurate and which were not, and provides implications for what these trends may mean for the upcoming year in 2014.
This document provides a report card on trend predictions made by the agency 22squared at the end of 2012 for what would happen in 2013. It examines how accurate their predictions were across four key areas: consumer trends, media trends, shopping trends, and technology trends. For each of the trends they predicted, it provides the original prediction from late 2012, what actually happened in 2013 based on their observations, and what they believe this means for trends in 2014. The document aims to hold the agency accountable for its predictions and identify lessons that can help them anticipate emerging trends in the future.
The document provides guidance on creating an effective social media strategy. It emphasizes the importance of understanding your audience, defining clear objectives and goals, and creating a content plan. Key steps include knowing your target audience, setting objectives and metrics, developing brand messages, planning content through a calendar, and managing your social media accounts with a policy. The strategy should then be monitored and adjusted based on data from measurement tools.
The document discusses how social media is changing how companies approach human resources and recruiting. It notes that in 2012, many companies began using social media to market their brands, and that in 2013, more will integrate social technologies into recruiting, developing, and engaging employees. Specifically, it suggests companies will see the rise of "Social HR" where traditional resumes are replaced by personal brands, influence on social networks becomes a new currency, and recruiters are able to find potential candidates by scanning social media even before job openings exist.
Content Marketing & Online Best Practices for Law Firms to Attract New Clientsprnewswire
This document discusses best practices for law firms to use content marketing to attract new clients. It recommends that law firms create and share high-quality content across owned, earned, and paid media channels to engage current and potential clients. Specific tips include mapping content to the client buying process, creating different types of content like blogs and videos, focusing on website design and multimedia, publishing content regularly to build trust, and engaging influencers to spread content to target audiences. The goal is to use content marketing to differentiate the law firm, attract new audiences, and establish attorneys as thought leaders in their fields.
E-Commerce is becoming more and more pervasive, multi-channel, multi-device and must be able to maintain contact with consumers on different media. Blomming is a solution that allows everybody, people and companies, to become a social retailer
Social media is about building relationships, not technology or content. It requires engaging with others rather than just posting. While many people are on social media, success requires focusing on the network with your target audience rather than trying to use every platform. Building trust by revealing your authentic self is more important than expertise or the number of networks used. Success takes ongoing time and effort to understand what works through trial and error.
Similar to Using Social Media to Mine Business Insight (20)
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART INDIA MATKA KALYAN SATTA MATKA 420 INDIAN MATKA SATTA KING MATKA FIX JODI FIX FIX FIX SATTA NAMBAR MATKA INDIA SATTA BATTA
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
The report *State of D2C in India: A Logistics Update* talks about the evolving dynamics of the d2C landscape with a particular focus on how brands navigate the complexities of logistics. Third Party Logistics enablers emerge indispensable partners in facilitating the growth journey of D2C brands, offering cost-effective solutions tailored to their specific needs. As D2C brands continue to expand, they encounter heightened operational complexities with logistics standing out as a significant challenge. Logistics not only represents a substantial cost component for the brands but also directly influences the customer experience. Establishing efficient logistics operations while keeping costs low is therefore a crucial objective for brands. The report highlights how 3PLs are meeting the rising demands of D2C brands, supporting their expansion both online and offline, and paving the way for sustainable, scalable growth in this fast-paced market.
Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
6. We’ve had almost two decades to figure
out PR’s role in social media within an
organization!
7/9/2013 6
#CPRS2013 #SMInsight
7. In fact… Social is
nothing new either.
We’ve just never before
been able to capture and
analyze and take action
on people’s
conversations.
7/9/2013 7
#CPRS2013 #SMInsight
8. • Objective is to understand how people interpret your key messages
and what action they might take as a result…
• Advertising Value Equivalencies, Media Impressions, counting clips,
etc
• Media Relations Rating Points– more insightful but still doesn’t
really tell us what they think
• Public Opinion Research—but expensive & survey bias
A brief history of PR Measurement…
7/9/2013 8
#CPRS2013 #SMInsight
9. Every tool we have to measure media or public relations
revolves around the fact that it’s impossible to know what
people think or may act as a result of your organizations
messages….
7/9/2013 9
#CPRS2013 #SMInsight
10. People are talking about brands: the good, the bad & the mundane
7/9/2013 10
#CPRS2013 #SMInsight
11. People comment on news and current events in real time…
7/9/2013 11
#CPRS2013 #SMInsight
13. But if we take the time to understand
key themes, overall context and the people
behind the posts…
Really interesting insight emerges…
7/9/2013 13
#CPRS2013 #SMInsight
14. Key themes: People love to talk about food, but what kind of food?
Source: Sysomos Blog 14
19. TOOLS TO USE
7/9/2013 19
Tools should only be selected AFTER you determine your objectives and
what should be measured...
20. The 10-90 RULE
For every $10 spent on a your tool,
spend $90 on a smart person who
can interpret the data and glean
insight from it.
-AvinashKaushik, Chief Analytics
Evangelist, Google
7/9/2013 20
21. What to look for in any tool…
• Clear and transparent methodology
• Access to raw data
• Good customer support
• Measures what you need!
7/9/2013 21
26. If PR can “own” the social media data within an organization and be
the stewards that interpret the insight and bring it to management and
the various business units….
7/9/2013 26
Tweet me @Krusk if you have any follow up questions or if you want to talk about this session. Also, of course, you can use the conference hashtag and I’ve also suggested another one specifically for this session if you would like to use it. I work at a full service marketing communications agency as an account executive but also more and more so as a strategist. My experience ranges from public relations, to e-marketing, to traditional marketing and communications, but all along I’ve kind of specialized in social media.
First though, I want to talk about public relations and how this really fits with it….As a teenager, I wasn’t really sure what I wanted to do with my life, but after taking a general arts and science program I learned all about PR and decided whatever I wanted to do, it fell in the realm of public relations. I loved writing, the idea of working with media, developing relationships. It just all made sense to me. I took the algonquin public relations program and since our textbooks were updated every year, I did have the opportunity to learn about some emerging trends in PR including blogs, RSS and even podcasting. However it was all very new at the time and I didn’t immediately understand the connection.Until I graduated and started working in an e-marketing firm… I had a lot to learn about e-marketing and found myself reading hundreds of related blogs. I was fortunate to work at a very small company with a very open and trusting boss. One day I went to her and suggested that we have a company blog—her response was “sure, if you can make it happen, go for it” and thus we launched the cardcommunications blog.I was really lucky that I happened to start working in public relations in 2006…
It was right as social media was gaining traction… I was lucky to start working in social media right as it was taking off. I learned that the earlier you get in on something the more freedom you have to make mistakes and the more you stand to learn. I craved the excitement so I’ve since tried to keep up with the latest trends..
And I’m certainly not a special case—in fact, books were written as far back as 1999 about how consumers were using online channels to communicate and how that might revolutionize the way we do business. While this book does address PR in a rather insulting way—it’s actually a great read and real eye opener to how social media really started. Also interestingly is this book uses several examples of companies who were already dipping their toes in online communities—Dell, Cisco, Intel—all who are leading today.
So back to my career trajectory—it turned out social media wasn’t really new to me. Long before I ever considered a career in public relations I was very active on message boards, chat rooms and other online properties. In fact I was part of a local online community not unlike Facebook that I joined in 2000. So the concept of people connecting online just innately made sense to me and I really understood the types of relationships and content that people were creating.
Because of my background I see PR as the perfect fit to run and lead social media within an organization. Successful companies have a company-wide approach with a centre of excellence within the organization. However, within many organization there’s a battle about where exactly this responsibility lies. However what I’m talking about today I think is the perfect niche for PR—it’s so well engrained in what we do and it will also allow PR to accurately measure some of its efforts in a way that lets us tie it back to business objectives.
Finally—I think this is the most significant point about social media and why companies can’t really ignore it anymore. People have always talked to each other. If you have a bad experience with a company—you’ve always made a point to tell your family and friends. The difference is now people can amass large audiences online and record those conversations that can be found by search engines and beyond. People talk about how you can no longer “control your message” but did you ever really have control? No, you just couldn’t hear people’s objections. How we behave has not changed—just the methods in which we do it. And that’s a great thing for PR people. If we view our role as a liaison between our audiences and organization—than tapping into that insight and feeding it back into our organization is just how we do our jobs better and prove our worth.
I spent a year and a half at local PR measurement companyMediaMiser, and I’ve had a few jobs before and since that involve media monitoring and PR measurement. Now I know I’m going to talk quite a bit about media monitoring and measurement, and I realize it’s not the only way to measure PR but it’s definitely the one with the most mystery.. What I’ve observed about the industry as a whole is there is a misalignment between what we are trying to do and how we measure it. Advertising value equivalencies, calculating impressions and counting clips are early methods of measuring media coverage. As I’m sure many of you know there are some serious issues with using these—does not consider the tone of the article, the placement in a publication, and many other critical factors that make these metrics completely useless.MRP – The Media Relations Rating Points is a better system based on the missing components of AVEs. Is everyone familiar with MRP? Now I hate to say anything bad about MPR as it was created by CPRS—it’s also endorsed by IABC. But while it’s a much, much improved system—it’s still not a perfect one. MRP is designed around measuring the quality of a news article—it factors in placement, tone, use of key messages, use of photos, number of brand mentions, etc. but of course, we don’t really care about the quality of a news article—we care about how people interpret and take action on our messages. Yes MRP can tell us they’re more likely to behave the way we intended but it’s just not possible to draw that conclusion with MRP alone..Finally we have POR—actually surveying people. Katie D. Paine is the foremost expert in PR measurement and she says surveying is essential for measuring outcomes. But having worked for five years in small start up companies I can definitely attest that this is not a feasible option for everyone. POR is expensive. Also you run the risk of survey bias. Some people will just not fill out a survey.
Studying and analyzing social media data is complex—but overall the three things you need to look at is key themes, overall context and the people behind the posts. It’s not always easy to identify these things. It’s really hard to boil this down because every organization is different and you may be interested in this topic for different reasons or purposes—but if you can remember to look for themes, context and look at who is saying it—you have a good foundation for social media analysis.
When you are looking at a topic that has a lot of different possibilities, angles and issues, you’ll want to boil it down to some key themes. Themes should consider both what’s important to you and also what is being talked about enough to have a relevant data set. Before you start any sort of monitoring, you start with your objectives and develop a methodology that details what you’re looking for and how you will do it. I would suggest that you do this before settling on a tool to use. I’m going to dive into the tools a little later but have a few slides I grabbed off the Sysomos blog to show a few examples of what is possible.
There are many ways you can understand the context of online conversations. The one that is most reliable and effective is to have someone actually read the conversations directly.Some tools—like this one, also from Sysomos—offer some interesting graphs to help you understand context. I love this tool but I offer up some caution—you will need to check and refine the search terms to ensure you have a good, clean dataset before this is particularly useful. This chart here I took from the Sysomos blog—it shows data from the Arrested Development blog. The deeper grey lines show the stronger relationships between certain words. In this case Netflix and Bluths are most often together—this makes perfect sense with the new season being released as a Netflix exclusive. Often times to understand these relationships you end up having to sift through the raw data—I can’t express enough how important it is that the tool you use allows you to do this easily.
What is really great about social media too is that people voluntarily give up demographic data. Now a word of caution—not everyone posts this kind of information—which can include gender, geographic info and age—so make sure the tool your using gives you the number of profiles it’s pulling data from. Again this is from the Sysomos blog and having used the tool before it tells you how many profiles contain the data for the numbers.
Tina—would be great if you could set the scene by talking about how you start by setting objectives and laying out your process in reports so the data you focus on presenting relates to those objectives.
“Studies have pointed out that while almost all Fortune 500 companies have great investments in "Web Analytics" they still struggle to make any meaningful business decisions. Most people complain that there are tera bytes of data and giga bytes of reports and mega bytes of Excel and PowerPoint files. Yet no actionable insights, no innate awareness of what is really going on through the clutter of site clickstream data.”
We might be able to change the perception of what PR is exactly…