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marketing KPISActionable Metrics Reflect Achievement, Not Opportunity Historically, those of us on the qualitative side of marketing – PR, social media, events – used the success metrics available to us by our channel partners to provide marketing KPIs for our programs.  The most common ones we used typically had to do with community size: impressions, reach, fans, etc. Listing our...

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big data marketingQuality is simple, not easy Back when we consumed and created messages on products made of paper, the reason that a personal Rolodex was so valuable to the PR profession was simple: the targeted, quality interaction it afforded was more likely to lead to engagement than blindly throwing out a release on the wire, or...

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Social PR isn't just about reader engagement - the journalism industry depends on social media channels for story ideasSocial PR Shapes Journalism Before the Story is Written Being marketers ourselves who work with other marketing and PR folks from around the world, we talk a lot about the convergence of social media and PR, and how the conversational nature and word-of-mouth engagement goal of social media marketing has irretrievably changed public relations from a monologue model...

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bendgateApple’s Fall season has been less-than-stellar from a social sentiment perspective, and social media channels have been lit up with everything from rants about U2 to competitor ad campaigns.  This is bad news for Apple, of course, but it’s also good news: if people didn’t care, they wouldn’t bother talking about it.  Apple’s rocky September...

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newsjackingFacebook announced yesterday that they’re tweaking the Newsfeed to prioritize “trending” posts that match current events.  What this means is that when you’re watching the big game on TV, your Facebook feed will now work more like Twitter: the content around that game will be prioritized over, say, the terrible picture of you in the plaid...

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social listening infographicWe’ve talked a lot about how social listening can be used to inform business efforts across your organization, so it was great to run across this infographic from Diagramified and see those tips… well, diagramified.  Here it is: Social listening has been a hot topic across the globe as of late; in South Africa, for example,...

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Brand DevelopmentIf you weren’t lucky enough to visit Cleveland for Content Marketing World’s annual extravaganza, don’t worry: the top takeaways from Kevin Spacey and our own Christine Oneto (whose wrap-up will grace the blog on Monday) have saved you the flight. One of the most interesting things about setting content strategy, to my mind, is something that...

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mobile commerce Twitter buy buttonIs Mobile Commerce the Future of Social Media? Twitter has been making some bold moves lately in order to provide value to its advertising partners (read: increase revenue).  First there was the “Flock to Unlock” feature that allows brands to gate content pending engagement; then they announced “Flight School” to train marketing agencies as to...

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content marketingAs someone who spent a lot of my career in what was called Community Marketing back in the heyday of the first Internet boom (the big difference being that online communities were closed, gated and moderated – message boards were the primary place your brand’s community communicated), it’s occurred to me many times that Content Marketing, as...

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