Action, Attitude & Attention as Measures of Social Web Activity

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So the saying goes, “You CANT measure ROI for social media!!” Why are corporations and people all over the world, on every level of the business spectrum, still scratching their heads on this topic. Unfortunately, there is no clear and concise answer as to how to effectively measure ROI via social media platforms. However, It is here where companies can look into other concepts such as Action, Attitude and Attention to help demonstrate the success of their social media In meeting business objectives.

We can measure Actions by how frequently followers and viewers are actively participating in the social platform provided. From completing surveys, to commenting on blog posts, or re-tweeting…actions happen in various forms and this is definitely an indication of participation, and in turn its effectiveness.

Attitudes can be found in  the responsiveness of your target audience. How well they understand the brand or service, and respond to it. An example of this could be through reviews or testimonials, or on the negative side, any customer complaints.

Lastly, the Attention gained from social web activity. Personally I believe that this concept is crucial for the success of any social platform, and is basically what the entire idea of social media revolves around. Attention can be demonstrated through followers in any form, SEO clicks and searches, web-page views, recommendations and links etc.

In addition to the cornerstones of the measurement practice which include Monitoring, Measurement, Analysis and Reporting, Action, Attitudes and Attention are three additional concepts that can assist in breaking down these measurement practices into a more understood context for many.

Analytics Tools for Social Media

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There are hundreds of applications and websites that offer services to monitor, track, and analyze an organizations social media presence, but which does one choose? This question has stumped many companies trying to attain the upmost quality and gain from their social media efforts. In reality, there is not one tool that can provide a complete solution to social media platforms, but rather a combination of paid and unpaid analytics tools that can bring to the table their individual strengths, tracking methods and pricing structures. So Let’s Talk!…There are three commonly used FREE social media measurement tools include Beevolve, Research.ly, and Social Mention.

beevolve 

Beevolve– A professional and extremely cost effective alternative to paid applications that can provide a lot of the same features such as tracking, monitoring and analysis, as some of the paid analytics tools. Some of its specific features include broad coverage on Twitter, Facebook, and YouTube, real time monitoring, and competitive analytics. Keep in mind these low cost or free applications do not have the same functionality as those that are paid unfortunately but can definitely assist start-up organizations, or those on a strict budget.

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Research.ly- Similar to Beevolve in terms of being a cost effective alternative, this application can assist with topic searches and can provide an organization not only raw results, but also the results by demographic and sentiment. Some of its key features include access to Twitter history, interest graphs and share functionality.

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Social Mention- This widely used free tool allows organizations to conduct social media searches and analysis, aggregating user-generated content from a variety of sources and turning it into a single stream of information. This application is similar to Google News Alerts, something most of us are very familiar with. Its downfall is that it lacks the real access to data that organizations require.

As I mentioned previously, unfortunately, as with anything else in life, you get what you pay for. PAID analytics tools for social media can offer companies much more effective and wide spread services. An example of a paid analytics tool is Woopra. This application gains more and more customers as social media measurement’s importance only continues to grow within our society.

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Woopra- This tool has the ability for organizations to take control of customer data, make data-driven decisions with real time analytics, and take real time action on real time data with automations. The key feature here is the ability to connect all tools to a single hub. Woopra’s selling point is centralizing data within a company in order to track, and take action on customer activity from every touch point. Pricing ranges from $80-$1,200 depending on the level of actions desired. They too offer a free trial period to potential business users. Click here to read more about the program: https://www.woopra.com/

Overall, what do these tools provide to an organization? Without sounding repetitive, I believe that three solid reasons that analytics tools can provide value to measuring a social media program include: Makes determining ROI for social media sites possible, measures the impact of an organizations programs on meeting specific business goals and objectives and aids in the development of forecasting and changes organizations will need to make!

 

How Important is Writing in Public Relations?

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I’d like to welcome the visitors of PR111 to my blog this week. I have been assigned the task to create a blog and discuss the importance of Writing in Public Relations, however after creating this blog through the Social Media in PR course, I am giving my fellow classmates of Writing for Public Relations to take a look at what I’ve done so far!
With web 2.0 at our fingertips, and social media networks as our primary source of information, we question if writing is just as important for a PR practitioner as it was in the past.
As professional communicators, PR practitioners are required to develop content that is accurate and compelling on behalf of a company or organization. Though we have been introduced to micro-blogging styles with the use of twitter, and what’s commonly referred to as “chatter” over these social platforms, PR practitioners must never compromise the proper writing styles they have studied, as this skill is something that will never diminish in value.
The ability to be a good writer is arguably the most important skill needed to be a great PR professional. Social media is simply an instrument, not a writing tool. I believe that the content and writing style of these professionals is as important as ever.

Take a look at this clip I found. Fraser Seitel, author of The Practice of Public Relations speaks about the importance of writing to a CEO of a well known communications company.

Community Management Role in Public Relations

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In today’s society, the social web has greatly influenced the way organizations keep track of their publics, specifically their target markets. It is crucial that an organization facilitates a feedback cycle between developments of the organization and the community. This function is also referred to as community management. The term is often confused with general management, but in reality, is much more involved. We have explored the community management role this week, and answered the question how best a PR practitioner charged with the community manager role can serve both the needs of the online community and the requirements of the organization to meet business objectives. It has been considered a challenge to balance the needs of the community with internal demands of an organization. There are steps a PR practitioner can take to ensure the best practices are used to serve both the needs of the online community and the requirements of the organization to meet business objectives.

There are four predominant functions that identify the role. These include representing an organizations online forum, being the voice of community inside the organization, mediating disputes as the need arises, and keeping content fresh and interesting.

One of the methods I included in my essay this week was to determine a set of predetermined responses or protocol to follow so the community manager can respond and communicate to the public in a way that best suits and represents the organizations purpose. What do you guys think?

Elements of a Content Strategy

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We are provided with various diagrams when we search for the elements of a content strategy. In each variation, a universal definition, or rather process is found. Content Strategy can be summarized as the analysis, assessment, creation and publication of content on social and web platforms. Typically, this process begins by defining the business goal the content is meant to support and identify the target audience for whom the content is being created.

As these diagrams each vary in its content, it can become confusing as to which process is more effective, or are they all really just saying the same thing. For this module I have taken three diagrams to breakdown and compare.

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First we are presented with a clear and concise definition of a content strategy and what is involved. This process has been broken down into four stages- Analyze, Collect, Manage & Publish. Similar to what we have been presented within the module, I believe this diagram presents strength in its clarity and concise information.

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The second diagram provides a much more thorough breakdown of the elements potentially involved within the process. With subheadings such as- Editorial, Governance, Social Media, Taxonomy & Classification etc. we are exposed to a vast array of potential areas that significantly affect the content strategy. This diagram is helpful as it breaks down even further to assist individuals with specific targets.

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Finally, the third diagram. Straight to the point, but I find quite generic. Some will find this a struggle, while others will allow their creativity to spark under each heading and run wild with possibilities. Though the headings Substance, Workflow, Governance and Structure of the final diagram encapsulate the main process of creating content strategy, I believe it could use a bit more description. The content and people components are definitely more important, but this leaves content creators with questions.

Overall, we are privy to the fact that there are many models for building a content strategy, however though each is very different, they all lead to the same overall process. To analyze, assess, create and publicize information for an organization in relation to their overall targets and goals.

Getting with the times: QR Code’s and Foursquare!!!

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QR Codes, Foursquare, Heads-Up displays??? All of this was simply gibberish until I signed up and started to explore the world of Location Based Services. These are just three examples of what our society has recently been introduced to within the world of social media, geared specifically to the marketing and PR worlds. These tools are available to us via mobile devices, where it is possible to determine the geographic location you are currently in, while helping to assist to find almost anything you need in the surrounding area- Talk about convenience!!

It is truly incredible what our little phones can do today- and both QR coding and Foursquare have demonstrated this to its full effect. In order to discover the experience each tool provides to an average member on a daily basis, I’ve signed up for both.

Now Let’s talk about what QR Codes & Foursquare can provide…

A QR code, otherwise known as quick response code, is a barcode designed to be read or decoded by IPhone and Android mobile devices. These barcodes typically lead to a company’s website (the direct URL), an organizations give away or promotional materials, or simply to media or news coverage for a specific area of interest. It is a quick and easy way to promote, and intrigues the public as to what’s behind the code.

Foursquare is a similar tool, however no barcode is used. You simply sign up, provide some information, turn on the location settings and there you have it- anything you could possibly need from restaurants, to sight seeing locations, type of food, hours of operations etc. of your surrounding area. There are various forms of this application which I was previously introduced to. The convenience is truly remarkable, and also opens up a world of unknown hot spots within the area.

Public relations can utilize both of these tools on the various platforms mentioned above. People are amazed at what technology is capable of, and enjoy exploring worlds unknown. The QR Codes and Foursquare is a prime example, and if you haven’t signed up I suggest you do so!