Elliotte PR

The career adventures, experiments, musings and news of Elliotte Bowerman
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In PR, we’re constantly asked to prove our value. With social media, it’s hard to decide which metrics matter the most and to “make sense of all those numbers.”

Social Bakers provided a post recommending these 4 metrics:

  1. Fans - total # (but warning, you can easily BUY fans so how do you determine the quality of those fans? see #2)
  2. Engagement Rate - amount of people on average interacting with content
  3. Response Rate/Time - response rate and time to your fan posts, very critical for reactive engagement
  4. Growth - momentum and growth of your page
One thing it does NOT list is sentiment, which is a problem to me. If your audience is engaging (ie posting a comment to your wall on Facebook) but it’s NEGATIVE, that will do far more harm to your brand but looking at raw numbers it could be boosting the overall average.
I also think the engagement data should be evaluated not by average alone, but by TYPE of content and the average. Does a poll get far more responses than posting just a question? Do followers respond to photos and videos, or giveaways? Knowing what content types elicit more engagement will help determine future strategies.
It’s not a simple solution to make sense of all the data available. But it’s essential to success - so don’t over-simplify your measurement.

This David Wells post gives great advice on using advanced search queries to find guest author opportunities - which increase thought leadership and online presence.

Contributed content is a key element to building a company/expert profile. Adding the keyword helps you target the types of publications you’re interested in writing for. And he also provides good advice on the SEO track back you want to include. (note to self - must make sure that’s right for clients in future).

Your filter bubble is your own personal, unique universe of information that you live in online. What’s in your filter bubble depends on who you are, and it depends on what you do. But you don’t decide what gets in — and more importantly, you don’t see what gets edited out.
Eli Pariser http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles.html?quote=931
We are in a world where most American citizens over the age of 12 share things with each other online.
That’s the old way, that’s the old mantra: one machine, one human, one mouse, one screen. Well, that doesn’t really cut it anymore.
Because of the rush of human knowledge, because of the digital revolution, I have a voice, and I do not need to scream.

Work in the network age simply doesn’t work the way it used to, he says. Whereas a career would once have progressed smoothly from role to role, up an evenly-flowing escalator, the fast-moving, interconnected world has “jammed the escalator of the previous generation’s careers,” says Hoffman. “We need a new map. The new map is a network.”

This speaks to what my client Jobvite has been a proponent of for years: the future of work is in flux (recent cover story of Fast Company was "Generation Flux") and we need to embrace change and use social networking to help us get ahead. Jobvite will be presenting at SXSW this year on “The Future of Work: Serial Monogamy.”

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

PRSA held a contest to define PR. http://www.mediabistro.com/prnewser/the-definition-of-pr-has-been-revealed_b34653

They received more than 900 suggestions.

The new design will be published March 30 - so get ready.

From the Sony Tablet S launch party in September. Love it. Was an awesome party!