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Measuring the Success of Your PR Campaign. “We don’t all measure the same things, measure the same ways, or use the same tools or terminology,” wrote Jack Felton in the forward to the 2002 edition of the Dictionary of Public Relations Measurement and Research.

Measuring the Success of Your PR Campaign

3 Wondertacular Rules for Going Viral From The Most Viral Site on the Web. This morning, which crested at 30 million unique visitors in May thanks to a runaway viral hit, announced that they've started piloting sponsored posts to generate revenue, and shared with Fast Company a bit of their secret sauce.

3 Wondertacular Rules for Going Viral From The Most Viral Site on the Web

Research: The Emotions that Make Marketing Campaigns Go Viral - Kelsey Libert , and Kristin Tynski. We’re all well aware of the fact that marketing is shifting from a landscape where marketers can utilize mass media to speak at consumers, to one where marketers are simply part of the crowd themselves.

Research: The Emotions that Make Marketing Campaigns Go Viral - Kelsey Libert , and Kristin Tynski

The bullhorn of radio, television, print and other one-way interruptive marketing approaches are quickly losing efficacy. So how do you get your brand noticed? A recent article by Mitch Joel argues that brands must publish more content, that the old standbys of frequency and repetition that worked so well in decades past are still worthwhile today. Truth be told, he’s right. Publishing more content, even if the content isn’t viral or noteworthy, can be a great way to maintain or even grow existing large audiences. But what if your brand or company doesn’t have an active audience of avid content consumers already?

What Can Viral Marketing Actually Do? Break through the noise Create massive brand exposure and free press Massively improve organic search rankings Increase brand engagement. Five things about social media success. 10 social media tips from Internet Week you can use immediately. This post is by Heidi Cohen, principal of Riverside Marketing Strategies.

10 social media tips from Internet Week you can use immediately

From the outside, social media appears easy to implement, with only a Facebook-savvy intern. In reality, participating on various social media platforms requires full understanding of your business, mature insight into human interaction and strong written-communication skills. Whether you’re starting out or expanding your social media efforts, here are 10 lessons based on a wide variety of social media engagement by the government, companies, entertainers and content producers that was presented at Digitas’ Internet Week: The NewFront 2011. The Rules of Social Media. Steps to Social Media News Release Success. As recent studies show, more journalists than ever are using social media to source, research and write their stories.

Steps to Social Media News Release Success

That’s why Sally Falkow, president of PRESSfeed,
 is bullish on the social media press release—one that is ripe with compelling multimedia content and links to social platforms. Just why should communicators take the time to make press releases socially ready? 5 stages of humanization for a social business. There is no one-size-fits-all playbook for engaging and responding in real-time business.

5 stages of humanization for a social business

There is, however, a progression for building and extending your social media engagement that we call the Humanization Highway. Your company’s culture, combined with your customers’ desire to interact with you in social media, will determine where on the Humanization Highway of engagement your company is located. Ignoring: The starting point on the highway is the “head in the sand” scenario whereby the company chooses to ignore customer pleas for interaction.Listening: The first stop on the highway is the basic listening program where the company is monitoring and analyzing what is being said about them and how those conversations may be affecting brand perception.Responding: The next stop is responding.

For Part 1 of “Operation Guillaume,” the company launched an online poll of their fans to identify the highest-priority “geek” movies. Your company is made up of many great people. 10 Ways to Humanize Your Brand on Social Media. Joe Chernov is the VP of Content Marketing for Eloqua.

10 Ways to Humanize Your Brand on Social Media

He is responsible for creating, distributing and measuring content that increases awareness and drives demand. Marketers are suckers for a catch phrase, from “join the conversation” to “think like a publisher.” Live from #SXSW: 3 keys to winning over the Web. Among multimedia journalists, social media gurus and leaders of mission-based nongovernmental organizations, it’s a common refrain: All our readers or viewers want are images of kittens and puppies.

Live from #SXSW: 3 keys to winning over the Web

Such junk food for our eyes and hearts is making it virtually impossible to capture the world’s attention on pressing humanitarian matters such as slavery in Mauritania, use of conflict minerals in electronics products we all love, gender discrimination in the production of kids’ toys and the fact that the poaching of elephants might one day make it impossible for our grandchildren to see these animals — which are nearly as cute as kittens and puppies.

At the South by Southwest Interactive Festival, CNN convened a panel of experts: Jonathan Hutson, director of communications for the Center for American Progress’ Enough Project; Amanda Kloer, director of organizing at; Ben Montgomery, an enterprise writer at the Tampa Bay Times; and John Sutter, an opinion columnist at CNN. Revisiting The Meaning Of "Engagement" In 2007, Forrester called "Engagement" marketing's new key metric.

Revisiting The Meaning Of "Engagement"

We defined it as "the level of involvement, interaction, intimacy, and influence an individual has with a brand over time. " Since then the term has taken on a life of its own (a Google search for "marketing engagement" returns more than 47 million entries) and has come dangerously close to becoming an industry platitude bandied about with little to no meaning. How did this happen? Well, due to overwhelming clutter and the need to connect with customers in a world in which people created 500 billion online word-of-mouth impressions through social media, marketers needed a new term to describe the interaction they were having with customers and "engagement" fit the bill. Yet the term is now mostly used to describe the first half of our definition: "involvement and interaction. " The First Step In Creating A Social Media Content Strategy. A question that new users of social media often ask is, “I hear that content is king, but what kind of content should I be producing?”

The First Step In Creating A Social Media Content Strategy

The conventional wisdom in marketing is: first figure out your objectives, then plan a strategy and finally develop the tactics. Then, the theory goes, you get customers — and that’s when you take care of them. After all, look at the time, effort and money you spent. Of course you have to show them you care, or you’ll lose your valuable assets! That series of steps seems backwards to me, especially now that we have the incredibly powerful tools of social media. 7 questions every social media strategy must be able to answer. It’s easy to get distracted by trivial social media arguments. Social media experts spend a lot of time hashing out old fights about the best tools and tactics for the same reasons some people can spend hours looking at new faucets or cabinet doors. The less important something is, the more fun it is to kibitz about, because the responsibility that comes with being wrong is relatively minor.

What's Your Social Media Strategy? A global bank executive recently described to us a challenge for our times. It turns out that a customer who normally would qualify for the lowest level of service has an impressive 100,000 followers on Twitter. The bank isn’t doing much yet with social media and has no formula for adapting it to particular customers, but the executive still wondered whether the customer’s “influence” might merit special treatment.

It’s the kind of perplexing question many companies face as they formulate their thinking about social media. To understand how businesses are approaching the challenge, we analyzed strategies and practices at more than 1,100 companies across several industries and continents, and conducted in-depth interviews with 70 executives who were leading social media initiatives. Integrating Content, Social, and Search. Stop Talking About Social and Do It - Nilofer Merchant. “Leadership” has changed when a decentralized group of people can take down a government. “The Value Chain” has changed when the customer is no longer just the “buyer” but also a co-creator. “Human Resources” have changed when most of the people who create value for your organization are neither hired nor paid by you.

“Competition” has changed when individuals can create value through a centralized network of resources: for example, designing a product from anywhere, producing it through a 3D factory, financing it through community and distribution from anywhere to anywhere. Yet our business models have not changed to keep pace with these shifts. This five-part series has shared case studies and examples of how the social era affects all areas of the business model: how we create, deliver, and capture value.

Using Social Media to Be a Better Leader. Sparks Content Marketing Advice.