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Walls Coming Down: Webinar Q&A

social-media-q-and-aLast week, Cision introduced a new, free webinar entitled “Walls Coming Down”, where Heidi and I address how social technologies are breaking down old barriers and challenging all sorts of paradigms. While we answered lots of attendees’ questions during the webinar, we’ll try to answer some of the best ones here on the blog as well.

Terri: How can a thinly-staffed not-for-profit track interactions in the smartest, fastest, most cost-effective way possible?

Jay: This question gets at an important point we discussed during Walls Coming Down: it’s more useful to track interactions than mere connections on social sites. In other words, the number of people who comment on and share content from your Facebook page is a more meaningful measure of its impact than the number of fans it attracts (and as we’ve pointed out before, Facebook has a great tool for page administrators to measure true interactions).  Also, link shorteners like BudUrl.com and Bit.ly can help you track how many people clicked on a link you shared on Twitter or elsewhere. Tools like these can help busy communications pros (non-profit and otherwise) track their influence quickly and effectively.

Leigh: Do Web users make the distinction between journalists and influencers and do they put more credence in the opinions or information provided by one over the other?

Jay: Increasingly, the phenomenon of social news filtering is becoming a primary way people decide what’s credible. What are people whose opinions you value tweeting about, blogging about and sharing on social news sites like Digg? For some groups, that has become a more important factor than whether the source is professional or amateur in deciding not only what’s reputable, but what’s worth reading at all.

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