By Megan Reisig
July 30th, 2009
Part Two of Two
Last week, I talked about an article in the New York Times, titled “Spinning the Web: P.R. in Silicon Valley.” I discussed how b2b companies should jump into social media and combine it with traditional PR for strong campaigns.
Some of you may be thinking, “What about return on investment (ROI)? How can I tell how many people my message reached?”
It’s true, there’s no mapped out route for determining ROI of social media campaigns. Gone are the days of spending countless hours calculating impressions, pass-along rates and public relations equivalency values. Social media is about conversations, not impressions.
When it comes to calculating ROI with social media, some people count number of followers or Retweets on Twitter; others count trackbacks, traffic from Facebook or even clicks on a link.
However it’s being measured, isn’t getting the buzz and conversation about your brand going just as important?
I’m curious; do you still create and/or see value in PR equivalency reports? And, what strategies, if any, are you using to determine ROI of social media?
By Megan Reisig
July 17th, 2009
Part One of Two
I read an article in the New York Times, titled “Spinning the Web: P.R. in Silicon Valley.” It got me thinking about how social media is changing the face of PR and how many b2b clients are flying under the radar when it comes to social media.
With new forms of communication popping up everyday, it’s critical for companies to understand how social media can influence them and how it can work with traditional PR to obtain a voice in the marketplace.
Gone are the days of blasting out press releases to a list of reporters and editors and endless smile-and-dialing for an article in your target publication.
Social media is about two-way communication. It’s about connecting with your target audience, listening and engaging in meaningful conversations. Getting people talking about your brand, and providing positive testimonials to others is, in my opinion, just as valuable as getting a hit in a publication. Why? Because messages spread quickly on social media sites, people share information with their connections who then pass it along—your message can potentially reach thousands of people almost instantly.
I use Twitter to listen to what’s going on in the marketing industry and engage in conversations. But, I also use Twitter when I want advice. Where’s the best place to grab a drink after work? What’s happening this weekend? Where can I find good deals on summer sandals? I get recommendations instantly simply by sending out a Tweet.
So b2b clients, it’s time to stop flying under the social media radar. People are already out there chatting about your brand. Don’t you want to be involved in the conversation?
By Jared Bodnar
July 6th, 2009
For those of you who don’t know, TOCA is the Turf and Ornamental Communicators Association, a trade organization for editorial and marketing professionals in the green industry (golf, lawn care, horticulture). TOCA is unlike any other organization I’ve been a part of because it brings together so many types of professionals—editors, PR folks, graphic designers, photographers, etc.—for networking and professional development. I’ve built some great business relationships through TOCA and developed some life-long friendships as well.
In addition to designing TOCA’s new 20th Anniversary logo for this year’s annual meeting in Puerto Rico (thanks Adam), Canyon is actively involved with TOCA in other ways, such as providing pro bono web development services for its member newsletter, TOCA Talk. At the annual meeting last month, Canyon took home three communications awards, I led the post-awards banquet sing along (see photo below) and I was elected president of the board. The TOCA board presidency is a distinction that I’m quite proud of and I look forward to helping lead this organization over the next two years.
Next year’s TOCA meeting is in Tucson, Arizona, so Canyon will definitely be in full effect. If you are a communicator in the green industry, I highly suggest that you join the association. If you are already a member, get someone else in your organization to join. And make sure to attend the annual meeting next year. We need more people who know all the words to “Santeria” by Sublime.
