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Posts Tagged ‘ROI’

The Top 5 PR Myths to Debunk in 2014

myths

All right, PR peeps. You have a mission in 2014: Debunk these top five PR myths.

Unfortunately, there are many more than five, but in this industry, it’s all about billable time. A couple of these myths are unwritten rules in PR — many of which are subjective sources of angst. They are inescapable in this industry, but they are things we live with and endure. Other myths have been proven to be sources of headaches, sore thumbs and the ubiquitous pain-in-the-ass.

There are misconceptions in this industry that regretfully, our clients believe as fact even though they can’t be proven. There are stereotypes that cannot be shattered in this industry because of the inexperienced neophytes that insist they need to act as a PR director without learning what an intern does. Nonetheless, here are the Top 5 we have concluded and require your help.

Make sense? On with the show…

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Is ‘Social Media ROI’ a Dead Idea?

Here’s an interesting response to yesterday’s story on the study confirming that ad/marketing execs think social media is PR’s problem:

So: PR should handle SM, and PR should focus more on ROI to prove its value, but SM ROI remains elusive despite the fact that many continue trying very, very hard to measure Twitter campaigns in dollars-and-cents terms.

It can get confusing—and today we learned that more and more companies are abandoning the very concept of social ROI even as such efforts grow more integral to the operations of your average PR firm.

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Breaking: Facebook Clicks Are Worthless

Well, clicks aren’t completely worthless—but their importance is vastly overstated. That’s the verdict rendered by Facebook’s own Brad Smallwood in a report beamed in from this week’s IAB MIXX Expo—and it’s something of a revelation for those who use data to drive marketing/promotional strategy (aka all of us). But what does it mean?

According to Smallwood, all professionals trying to measure the success of Facebook ads or branded content should focus on three things:

  • Impressions – number of people who see your content
  • Reach – size of audience vs. cost of promo efforts
  • Frequency – achieving a “sweet spot” balance between over-exposure and under-exposure

The overall message: Don’t use click-through rates to judge the success of any given campaign. It makes sense because many users see Facebook posts and ads without clicking on them–good luck selling that point to any marketing department, though. The issue may be a bit more complex than that though, and the people at HubSpot aren’t quite on board:

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