Category Archive for: Advertising

What PR Metrics You Shouldn’t Measure

We speak often of the different metrics that you can measure in public relations and marketing. In our obsession with what to measure, one question we don’t often ask is what we shouldn’t measure. The answer might surprise you: there are lots of things you shouldn’t measure, at least not with the same level of…

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Beginner’s Guide to Blogging 3/10: The Franklin

Blogging isn’t going out of style any time soon; with the ascent of content marketing, blogging, podcasting and video are on the minds of marketers and PR professionals all the time. In this 10-part Beginner’s Guide to Blogging series, we’re going to explore what makes a blog great and give you some structures and frameworks…

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State of Social 2Q14: LinkedIn Marketing Falls Behind

In our final report for the second quarter of 2014’s state of social media, we’re going to take a look at the dark horse of social networks, LinkedIn. How is LinkedIn’s strategy of becoming a publisher working out, in terms of company performance? LinkedIn’s growth continues on a steady upward trajectory, adding 16 million more…

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State of Social 2Q14: Twitter Flies Higher

Twitter released its second quarter 2014 results recently, and it looks as though Twitter has found the wind beneath its wings. Note that in the graph above, we’ve superimposed a 4-period moving average, meaning the moving average across four quarters, or the year. Twitter is consistently and strongly beating its 4-period moving average, and that’s…

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State of Social 2Q14: Facebook reaches half the connected human race

Facebook recently released its second quarter 2014 report detailing the state of the world’s largest social network, which never seems to stop growing. How are things in the nation of Facebook? For one, Facebook is not only the second largest country in the world, it’s now just below China’s population. By the end of 2014,…

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Facebook Enhanced Audience Retargeting Makes PR More Valuable

From the perspective of PR practitioners, public relations work is much like a wave washing ashore. All of the energy associated with a successful campaign crashes on the beaches of the client. For a short time, it’s exciting. For a short time, it’s invigorating. But like the ocean, the attention of the crowd moves on…

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Why social media conversation density matters

How do you get something to be shared and spread? The answer, unsurprisingly, is not “build it and they will come”. The answer is not a hashtag. The answer is that you need conversation density. Broadly defined, conversation density is the amount of conversational engagement happening in any given event, hashtag, or story. The more…

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How Twitter’s New Website Remarketing Can Boost Your PR ROI

Everyone’s always being asked to demonstrate ROI, to improve ROI, to deliver more revenue at lower cost for any marketing method at all, but most especially those methods at the top of the funnel such as public relations and advertising. Retargeting is one of the best methods available to increase the ROI of PR, and…

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How Facebook’s Advertising Changes Give PR and Marketing a Competitive Edge

Suppose a major advertising network gave consumers the same opportunity that email marketers have given consumers: the ability to opt out of advertisements they didn’t like. As a consumer, this has a certain appeal to it. From the perspective of a marketer, these changes could be a little unsettling. Let’s see what Facebook has in…

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What audience development tactic delivers the best ROI?

We were asked recently the interesting question: “If a company had $1 million to spend on audience development, what lever gives the best ROI?” The simple answer to this question is: it depends. The complex answer to this question is the same, only with more details. It depends. It depends on your audience. It depends…

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