May 18, 2012
/ by Yvette Pistorio
Photo courtesy of bengrey via Flickr
It’s time for my weekly round-up of the best blog posts I have seen around the web this past week. Here’s the top five in no particular order…
A friend of mine recently emailed me to say that she has a new client but they’re wary of doing a blogger outreach program, and do I have any metrics about outreach ROI, especially for driving sales?
I wrote back: You’re asking for the holy grail.
However, while linking ROI to blogger outreach is not simple, it’s also not impossible. Think about the decades (centuries?) of PR people who have gone before us. How did they determine ROI on media outreach when all they had was “impressions” (a very fuzzy number that was, and is: self-reported from print and broadcast media)?
I recently received this excellent question from one of my students:
Big global companies usually have a social media department but medium and small companies usually add this job for some marketing or PR manager in addition to his area of responsibility or hire some cheap employee or intern — with negative results. So how should a small business with limited resources realistically approach social media marketing?
The time and resources needed to be effective in social media is certainly a problem for companies big and small. I think we can burst the bubble by now — social media is NOT free. In fact, large brands are devoting a significant part of their marketing budget into these efforts.
The Internet and social media have certainly made it easier to conduct media relations in a more efficient and less intrusive way.
At my first PR job I had to type in contact addresses from the hard-copy Bacon’s guide so we could mail merge and send out the press materials. Or stand over the fax machine feeding through one press release at a time.
Being required to do cold-call follow-ups as a junior employee was one of the main reasons I gravitated toward other forms of online marketing as soon as they started to emerge.
Big Data is the practice of collecting the information scattered across the Web to better target consumers, and it has a promising future for the public relations industry—from predictive analytics to mining data from social media interactions.
But for the PR professional on the ground, harnessing the deluge of data is not so much about the future as it is about the current challenges that demand an answer to the question:
How do you deal every day with two huge data explosions: the expanding universe of ‘digital influencers’ and the massive volume of social media conversations and real-time digital mentions that concern your brand, industry and competition?
I’m going to do something here I’ve never done before. I’m going to share an infographic!
Jon Aston will be so proud. He’ll tell all of his friends and then we’ll be a big hit (not really; he hates infographics).
And, truth be told, I’m not a fan of them, either. Particularly on Pinterest because they take up too much room and that irritates me when I’m scrolling through my stream on my phone.
But alas. That isn’t the point.
Over here at CisionBlog, we decided to keep Mother’s Day going and honor all the diaper-changing, hug-giving, relaxation-deserving editors, writers, and bloggers who moonlight as mamas. Using the same methodology as our customizable Influencer Report Briefing Books, we have compiled a list of some of the most influential women who cover parenting topics.
Smartphones and tablets have made it easy for users to stream videos of all kinds. Studios have released mobile trailers to promote their films and brands have used video to show people how to use their products. This year 94% of smartphone users will be mobile Internet users and mobile video viewers will reach 54.6 million according to HubSpot Blog.
You don’t need microphones or big cameras to record a solid video. Melissa Pierce, advocate for .tv says “Most filmmakers will agree, the best camera to shoot with is the one you have on you. For most of us, it’s our mobile device.” It may be intimidating to use your mobile device to record a video, so here are eight other tips I learned when researching how to make great videos on the go!!
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