David Armano recently posted a nice concise summary of the paths organizations need to take in order to scale their social engagement from experiment to success. The top path is business planning – setting objectives and expected outcomes and defining the resources and structures that will make these objectives happen. The middle path is strategy…
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A couple of weeks ago I wrote about how a Harris Poll had been misrepresented as showing that young people were somehow gullible in their trust of advertising, and I promised to follow-up with an examination of the actually meaningful implications of that study. Quite opposite from being gullible, young Americans seem to recognize the…
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An “alliance of geeks and poets” is how Patricia Cohen describes the emergence of data-driven research in the humanities in her great piece in the New York Times. Ms. Cohen ‘s article describes the rise of “digital humanities”. As she reports, “…researchers are digitally mapping Civil War battlefields to understand what role topography played in…
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The headline writers of a recent Harris Poll “massaged” their reading of their own research, (unintentionally?) creating a perfect case for why people might lack trust in what they are told by anyone via any media (advertising included). All kinds of folks took the bait and posted and re-tweeted the creative reading of a Harris…
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A simple definition for an “influencer” is someone who has the leverage required to drive an outcome. Very often that leverage is held in the form of information. In the web2.0 world, information-driven influence is frequently understood as the extent to which information can be made public by any single source, that is, the “information…
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Creators publish blogs, web pages, videos, music, etc. Does the plateau in this profile indicate that a decade into the blog revolution, social media channels will begin to more closely conform a traditional media model with a limited number of producers serving a large group of media consumers (who may consume interactively through reviews, comments…
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Thanks to the detour into the semantics of communications 2.0 and a wander through miio, I arrive at the Barcelona PR Principle Three just as the debate has become quite a “kerfuffle”. Sorry, but expect a long post. For those visitors who aren’t PR mavens, Advertising Value Equivalents are dollar values that result from a…
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I’ve been cautioned at being too literal, so maybe I’m taking this question too seriously. Could be “just a matter of semantics” as they say, but as I think about new communications and measurement, I keep getting stuck on trying to meet one of the new standards. Many social media strategists, most prominently Brian Solis…
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Media measurement requires quantity and quality – cuttings in themselves are not enough With Principle One having established that PR practice must have some measureable link to business-related goals, we come to Principle Two, which seeks to establish the nature of that measurement. The collection and counting of cuttings (and the related calculation of impressions)…
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I use this coin analogy in the title intentionally, since this is a post about business. In their first principle, AMEC states the “fundamental” nature of goal setting and measurement for PR. Why did the AMEC delegates agree that goal setting and measurement are fundamental aspects of PR programs? Couldn’t one argue (as I’ve occasionally…
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