One of the most-discussed topics among marketers and communicators is social media measurement. (Did you know there’s a Conclave on Social Media Measurement Standards?) Everyone knows measuring the effectiveness of social media efforts is key. But how do you identify which metrics are meaningful in evaluating social media campaigns? Far too many communicators measure impressions (which aren’t all that impressive). Engagement means different things to different people. Measurement thought leader Katie Paine argues we will soon stop talking about “social” and conduct our measurement efforts based on the PESO model (Paid, Earned, Shared, and Owned).
Four IABC Fellows will spend an hour at noon EST on February 16 discussing approaches to strategic planning, the elements of a sound strategic plan, what to do when the plan doesn’t go as expected, and what’s missing from most strategic plans. The group will also share some best practices.
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