CDPR108 - Week 9 - Action, Attitude and Attention

There are many things that aid the success of a social web program but one of the most important is being able to measure your efforts. The 3 A's - Action, Attitude and Attention - are great tools for measuring social web activity.

The concept of "Action" are items that require your audience to take action. Taking action on social media is a different concept than you might think. Liking something on Facebook or re-tweeting on Twitter would be considered taking action. The business has posted something that allows you to take action and include your thoughts or ideas. Most social media tools work best when audiences take action - for example a discussion, or a poll. All of these things can then be measured which will then let you know if your social media strategies are successful. Of course the success of these actions would be determined by the business objectives that were laid out. 

The concept of "Attitude" when it comes to a social web program would be the perception that your audience/consumers have of your business/brand/identity. Through a social media program a company/business can easily measure their audience's attitude through the discussions on social media. This would include comments on Facebook posts; mentions on Twitter. While every company wants a positive attitude, the company needs to have a larger goal in mind when it comes to the concept of "Attitude." If the company has had a lot of negativity in the past, perhaps the business objective is to better respond to this negativity through social media platforms. Or perhaps there has been no known attitude toward the business, so having an understanding - whether positive or negative - could be the goal. We have learned that it is not always important to just have positive comments on social media platforms. It is important to have some negative feedback or negative perceptions and then properly respond to these in a public forum. This shows transparency and integrity. 

The concept of "Attention" can be easily measured these days and of course a business always wants a LOT of attention. The goal would be to see large numbers of people visiting your website, liking your Facebook page, following you on Twitter, responding to you on blog posts, etc. Perhaps your business/company had a goal of more Facebook followers, or more visits to your website. When it comes to attention, it is important to have a specific goal in mind. In order to measure the attention, you need to know where you started so you can measure where you are headed. 

As with any business plan, you need to know where you are starting from and where you plan to end up in order to measure the success of your social media plan through action, attitude and attention. 

CDPR108 - Week 6

I have decided to use my blog as a forum for me to brainstorm my thoughts for the essay in this week's assignment. We have been writing a lot in this course, but not in an essay format. I have also been tweeting a lot for work - so my train of thought is more in blogger/twitter language and not in "essay mode" - aka not in proper writing!

This week's essay topic:  How best can a PR practitioner charged with the community manager role serve both the needs of the online community and the requirements of his or her organization to meet business objectives?

I want to not only write this essay, but really understand this topic because this is what I am charged with in my job! (Gotta love when your work and school come together).

I think it is important to first lay out and understand the business objectives - without this base, the community manager has nothing to go by - no goals. With these objectives, the community manager needs to take a hands-on approach and really get involved with the community. The business objectives should be like the voice in the back of their head.

With business objectives in mind, the community manager needs to take a different approach than the rest of the company. Not completely different in the goals and the purpose of their approach, but in the way that they communicate. Of course this changes depending on the company's audience -but blogging, tweeting and communicating on Facebook should look a lot different than communicating within a business meeting or with the journalists of the world.

It is very important to keep in mind the time that relationship-building can take. The focus cannot be on making a sale or meeting the business objectives in a short time frame. The focus needs to be building a long lasting friendship with the community. This takes many conversations and much time!

If community managers take the time to build the relationships with the community - this will in turn serve the business objectives of the company. Making yourself a friend of each and every member of your audience.


Ok - I think I have brainstormed where I am going to go with this essay! Time to get to writing. (formally).

CDPR108 - Week 4

While I thought I would use this blog for more than just my PR class...this doesn't yet seem to be the case! So, on that note... here is the assignment for week 4.

As we learned this week, the content strategy is summarized as the analysis, assessment, creation and publication of content on social and web platforms. More and more I am realizing how important a content strategy is. Also... I am realizing that the explanation of a content strategy can become complicated.




 This first diagram is a relatively simple diagram. I like this one because of its simplicity. I think all three parts of this diagram relate to the "intent." What this diagram doesn't include is the distribution method. There is no discussion about what social/web platforms will be used. I also think the word "goal" should be used in the diagram.

This second diagram is similar in design as the first image, however I like the terms a bit more in this one. Business goals is an important aspect of the content strategy as this is your intent. You first need to determine your goals and then your strategy is used to support these goals. In turn, the "information" and "user needs" also support the goal. 

This third diagram is the one that I prefer. Although there is a lot of information on this image, I think it explains the idea of the content strategy perfectly. I also like that is shows an outcome! The goals are important to start the content strategy. Once we develop our strategy and implement it through the social and web platforms, it is important to keep in mind what the outcomes will be. 

When I first found these three images, I thought that one of the first two would be the ones that I preferred, however after looking through them, and thinking about using them in my own work, I realize that the third diagram is best. It is still a relatively simple diagram, but it holds a lot more information that can help keep you on track and guide you through your content strategy. I think it would be very helpful to print this one out and keep it somewhere where I can see it! This way I can stay on track and I will also be reminded of the possible outcomes of my work. 

CDPR108 - Week 3 Foursquare and QR Codes

I have actually been using QR Codes for advertisements for a few months now. We support several skating competitions and in turn we are given advertising space in the competition programs. During these competitions we also have a small boutique set up most of the time. Therefore, we decided that the best thing for the advertisements would be to promote our website and our online store - therefore the QR Codes are perfect. With the QR Code, we are able to link people directly to our website.

QR Codes are very easy to set up and sometimes we change the codes to send people to our Facebook page, or our Twitter site, or to provide coupons and discounts.

Foursquare on the other hand is something that I never really focused on, and in fact I needed to read these articles to remember what Foursquare is! That being said, the biggest learning experience from this week was the use of Foursquare for coupons and deals. I had no idea that you could do that with Foursquare!

I do have friends that have obviously linked their Foursquare to their Facebook accounts and I have seen them "check-in" to places however, I did not know that by doing that they could receive coupons or discounts to these places. I always thought it was just another annoying app on Facebook that told people where you were and what you were doing!

I think Foursquare could be a valuable addition to your public relations campaign, however I'm still not convinced of its popularity. I don't think it has caught on enough - and with things like Facebook offers, I think those avenues are better and can reach more people than Foursquare.

Promoted Tweets - CDPR108 - week 2

Is there any value to Promoted Tweets?

I have seen promoted tweets on my twitter feed before, however I don't think I have ever clicked on any of the links in these tweets. I know this assignment requires us to do some research on the value of these, including the cost and the reach of promoted tweets and promoted trends, however prior to doing this research I want to say that I don't think they are valuable! I am interested to see if my thoughts on this change with some more research.

Researching.... researching..... researching... researching....

I can safely say that I didn't realize the amount of targeting that you could accomplish through promoted tweets and trend. Promoted tweets can reach users in a search - when they are searching things on twitter, these promoted tweets are targeted to search terms and will appear at the top of the results page. Promoted tweets can reach users/followers by posting near or at the top of their timelines when they login or refresh their homepage. This can target your followers or users who are like your followers. Even more than this, your promoted tweets can be specific to a platform - mobile/desktop.

Promoted trends can be used to "kick-start" conversations on Twitter. business.twitter.com explains: "Successful Promoted Trends give users something new and exciting to discover, participate in, and share." A promoted trend would appear at the top of the Trending list on the side panel of your Twitter homepage. 

As I continued my research, I discovered that a promoted tweet costs $120,000 PER DAY!!! This is up from $30,000/day last year. While the initial figure is staggering, it is important to keep in mind how Twitter works and the number of people that are on Twitter. In one article I read, someone was quoted as saying they paid $4.00 for a customer, who they will now be able to keep marketing to. When you think about it that way, it doesn't seem like so much money. That brings up the concepts of the cost-per-engagement and cost-per-follow. Instead of paying a flat fee for the service, you "pay your bid price when a use clicks on, retweets, replies to or favourites your Promoted Tweet" (http://www.quora.com/How-much-is-a-Promoted-Tweet). Promoted Accounts are offered on a Cost-per-Follow basis, much in the same fashion - you bid a certain amount of money (ex. $4) to have your account promoted at the top of an interest-target Twitter user's "Who to Follow" section (http://www.quora.com/How-much-is-a-Promoted-Tweet). This goes back to the quote I read about paying $4.00 for a customer. You now have a follower on your Twitter account, to whom you can carry on a conversation, explain your business, and market to - and more than once!

When it is laid out this way, as a business owner, I would consider this to be a valuable PR solution. However, your business must have this kind of a budget for your public relations. I currently work for The Figure Skating Boutique, and we are a mid-sized business. We do not have this kind of money to spend on promoted trents or promoted tweets, and to be honest, I'm not sure that this would be valuable for us. The figure skating world is small enough that we are able to reach many of our customers via word of mouth. In turn, we have been able to generate a Twitter following of 200 in just a few months. Most of this is because of the well-known skaters that we know and that we follow on Twitter. Some of these skaters follow us, and  then their followers see that, and they then follow us as well. 

I think for large companies the idea of the promoted tweet or promoted trend is valuable. For a company like Rogers to only pay $4.00 for a customer is incredible! But for small business, or even mid-sized businesses, this idea is just not valuable. The PR budget can be better spent! 

CDPR108 - 1st Post

I have had this blog for a while now but I have never really used it to it's full potential. With Facebook and then Twitter, I never really got into the whole blogging thing. I have started to blog a bit for work - I am the Marketing and Promotions Manager for The Figure Skating Boutique, so perhaps those blogs and the use of this personal blog for school, I will get back into things.

For this first post, I don't have too much input for the course as of yet. I registered a bit late, and actually had some problems submitting the registration online (only to find out it was a problem with RAMSS), so I don't have my books yet and I have yet to do any readings for this course.

I have taken some time to figure out how to get my blogroll going, which you can see that I have on the side, and I have started to read some of the recent blog posts from these users. There is some very useful and insightful information! It makes me think that perhaps there is a lot more that I can learn from blogs, and perhaps these can be used almost like reading a very specific newspaper or magazine.

I am excited to take the time throughout this course to read more about the use of Social Media for Public Relations. I have great knowledge of social media, but I know that there is more that I can be doing with it in terms of promotions, public relations and even marketing.

I have recently switched jobs from a non-profit organization to a medium-sized business. I know that in most of the courses that I have taken so far for the PR Certificate have been geared toward non-profit organizations, so I am interested to see what I can take from this course to apply to my new position.

THAT didn't happen

Well... I clearly didn't get back into a blogging mode.

Months have passed! Now I will be hitting the blog again... but for school! Perhaps this will force me back into the writing and blogging mode again?