Tag: measurement

Social Media Analytics: Going Beyond the Numbers

There’s a big difference between data and information, although the distinction can be subtle. Over the past few years I’ve been very interested in helping organizations determine whether their communication efforts are achieving desired results and, especially, their social media efforts. Social media is such a “big deal” these days that it’s not unlikely for organizations and individuals to want to “jump on the bandwagon” or continue to participate in social media simply because “everyone else is doing it.” Unfortunately, that’s not always a good reason to invest time and resources.

The difference between data and information can be helpful here. Continue reading “Social Media Analytics: Going Beyond the Numbers”

Yes, the C-suite is concerned about ROI — communicators should be too!

I’ve been speaking and writing a lot about how communicators can do a better job of connecting with C-suite leaders to get traction for their ideas and proposals. Most recently, I presented a webinar for Mayo Clinic Center for Social Media and Ragan Communications on How to Talk Social Media to Your Hospital C-Suite. I also wrote a series of articles on the topic for IABC’s Communication World earlier this year. And I have a presentation coming up in May for Health Leaders Media.

Much of my work and research has been around issues related to social media but, in truth,
Continue reading “Yes, the C-suite is concerned about ROI — communicators should be too!”

How Should You Measure Your Social Media Activity?

We work with clients regularly to help them evaluate or establish various channels of online communication with their key audiences. Social media is obviously often part of the process we use in helping them connect with these audiences. Often, but not always. When it is, just as with any other form of communication, one thing we want to establish right up front is a means of measuring the value of this activity.  Continue reading “How Should You Measure Your Social Media Activity?”

How Can You Measure Your Advertising Effectiveness?

It’s very important for businesses of any size to track the results of their marketing campaigns. Small businesses, in particular, are often “budget-challenged,” so it is especially important that they know that their marketing efforts are achieving desired results. The biggest benefit is that they will have information to tell them how to use their marketing budget most effectively.
There are a variety of ways they might track the effectiveness of these campaigns: Continue reading “How Can You Measure Your Advertising Effectiveness?”

The C-Suite is Asking the “Wrong” Questions – Really???

Communication folks – ever feel like you’re bumping your head against the wall trying to get “them” to “get it”? Maybe it’s time to take a step back, do a brutally honest self-assessment and consider that maybe, just maybe, you aren’t getting it! Continue reading “The C-Suite is Asking the “Wrong” Questions – Really???”

Are You Listening to — and Learning From — Your Web and Social Media Analytics?

I spent my first 10 years in the field of direct marketing which, at that time, was very measurable compared to other forms of advertising. Today, online marketing allows marketers to gather even better and more immediate results on how they’re doing. Surprisingly, though, (at least to me) there are still a number of organizations–large and small–that are not using analytics to evaluate how they are doing in terms of connecting with, engaging and influencing their target audiences. And, in some cases, they are not acting on the information they attain.

Continue reading “Are You Listening to — and Learning From — Your Web and Social Media Analytics?”

The Value of Business Dashboards

One of the most important elements of successfully implementing a strategic plan of any size (whether a business plan, an annual company plan, a marketing plan, etc.) is establishing benchmarks or objectives that are specific and quantifiable and that will be tracked throughout the planning period. The use of dashboards is a great way to visually – and simply – convey information on how the organization is doing. Sharing this information openly Continue reading “The Value of Business Dashboards”

Talking Baby Ads Working, but E*Trade Not So Much – How Does That Work?

I recently read a very interesting–and puzzling–article in AdvertisingAge about E*Trade’s recent management shakeup. The company is apparently searching for a new CEO after unexpectedly parting with its current CEO in August. The article goes on to talk about the company’s stock slump and general poor performance. The surprising part, to me, is that Continue reading “Talking Baby Ads Working, but E*Trade Not So Much – How Does That Work?”

How to Evaluate the Effectiveness of Your Web Site

Most businesses today have a web site. Once that web site has been up and active for a while, they often wonder whether their site is as effective as it might be. We work with a number of clients to help develop, position, evaluate and improve their web sites from a content standpoint Continue reading “How to Evaluate the Effectiveness of Your Web Site”