Prioritizing Social Media Marketing Analytics

December 06, 2010  |   Social Media   |   Jameson  |   0 Comment
Prioritizing Social Media Marketing Analytics

One of the biggest challenges that companies face when tackling a new social media marketing initiative is trying to figure out how to measure it. What metrics define success? Sure, your boss asked you to get more followers on your Twitter account, but what did he really mean? More referring website traffic? Higher brand recognition? There is no shortage of things to measure in social media, from inbound links, site traffic, comments, "likes", check-ins, the list goes on. The part that takes some thought is figuring out: Which of these metrics matter at all What they actually mean How you can connect them back to your overall marketing success metrics Before we get too far ahead of ourselves and into the black hole that is social media analytics, let's step back, remember where we came from and discuss some basic principles that you probably learned in your Communications 101 class as a college freshman. Communications Engagement Metrics Modified from Lindenmann's Effectiveness Yardstick Using this tried and true communications effectiveness yardstick is a great way to visualize your social media metrics. By organizing the social relationship data that you collect in relation ...

6 Tips For Building An Awesome Corporate Blog

November 03, 2010  |   Blog,Social Media   |   Jameson  |   0 Comment
6 Tips For Building An Awesome Corporate Blog

While the latest social media obsession changes from week to week, the simple truth is that a well run blog should be at the foundation of most well-rounded social media strategies. Blogs don't get too much attention from the buzz-crazed social media industry anymore, but there is still tons of value in digital marketing through blogs, especially in B2B. Search engines love them, they are a great crisis-communications management tool, they can be great at aggregating your various social media activities across Facebook, YouTube and Twitter and are a simple way to build visitor engagement into your website. But simply installing Wordpress onto your server and publishing a few posts isn't enough. Here are a few tips on how to turn your corporate blog: Create A Content Calendar Have the topics, but not necessarily the titles of your blog posts set at least one month in advance. While this doesn't mean that you shouldn't be allowed to vary from this schedule, having a plan moving forward for how frequently you will post and the types of content you will share greatly reduces the chance that you'll end up in the ...

Social Media Fail

October 15, 2010  |   Blog,Social Media   |   Jameson  |   0 Comment
Social Media Fail

I recently had the pleasure of speaking about my experience working as a digital media strategist  to a class full of college students studying social media. After wracking my brain for a few days before my presentation, trying to decide how exactly I should mold these young minds, I settled on one theme: If you enter a career in social media, be prepared to fail. Fail hard, fail big and fail often. But most importantly of all, fail EARLY. The simple truth is that the vast majority of work that the "typical" social media marketer does on any given day has never been done before. If it has, it hasn't been done long enough to have the pleasure of relying on a solid foundation of best practices. At best, we follow a general set of guiding principles translated from other marketing channels to best predict what will work and what won't. Game-changing strategies may look bullet proof on paper, but completely bomb once they hit the execution stage and launch onto the web. Other tactics that see wild success on Facebook may completely flop when translating them to Twitter and visa versa. There is nothing ...

AMA Boston: Delivering Happiness

September 29, 2010  |   Business,Marketing   |   Jameson  |   0 Comment
AMA Boston: Delivering Happiness

This week I joined some of the CommCreative interactive team at the AMA Boston event "Delivering Happiness with Zappos CEO Tony Hsieh." Boston was the latest stop on his cross country book tour sharing his story. Tony went from running one company that was heavily focused on short-term profits to one that is heavily focused on the best customer service and customer experience. He sold the former because he hated getting up every day and going to work. The latter is experiencing record revenue and has spawned a separate company, consulting businesses on the best ways to adopt their philosophies. At Zappos, Tony developed a set of core values that became more than just something written on a plaque in the lobby. It became something deeply rooted in the company's culture to the point that they are willing to fire employees based on not adhering to the core values, independent of their job performance. Tony's focus on building a company culture rooted in not only delivering happiness to customers, but to employees, is rooted in the idea that a company's brand is merely a lagging indicator of its internal culture. The best branding strategists ...

Perfecting Social Media Skills Through Triathlon

August 31, 2010  |   Marketing,Social Media   |   Jameson  |   0 Comment
Perfecting Social Media Skills Through Triathlon

Anyone that knows me knows that there are two main buckets that I focus my time every day. Social Media: I'm a geek at heart and am obsessed with understanding the latest web tools that are influencing how people communicate, build and manage relationships online. Triathlon: It isn't uncommon for me to spend 15-20 hours per week of my free time training for endurance sports events. It is my biggest passion outside of work and keeps my mind fresh. Most notably, I'm currently training for my first iron distance triathlon next week. (2.4 mile swim, 112 mile bike and a 26.2 mile run) At first you may think that these two passions are polar opposite. A geek and a jock in one? In reality, over the past five years, I've honed the skills necessary to not only be successful in each endeavor individually, but also prepare me for the inevitable challenges of the other.  Goal planning In triathlon training, every workout has its purpose and is diligently designed and scheduled to meet specific short term and long term goals. No training session, whether it is a 2 mile jog ...