Social Media Response Flow Chart – Updated

Posted on February 12, 2012 | Leave a comment

I just returned from the Social Media Strategies Summitin Las Vegas, NV hosted by GSMI where I presented on measuring social media for the SMB. One of my leave behind handouts was this flow chart I adapted from the US Air Force.

Social Media Assessment Flow Chart

Social Media Assessment Flow Chart

You can use this flow chart to evaluate whether or not should should respond to a post you find on the web, be it positive, negative or neutral. It will help you understand what you should consider when responding, escalating and addressing negative posts, in particular.

If you’d like to understand how to respond to a negative post, please read my related posts:

Responding to a Negative Post

Managing Negativity on Facebook

Policy for Engagement

Employee Social Media Policy

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Posted in Social Media

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Google CPCs and Sitelinks

Posted on February 4, 2012 | Leave a comment

If you want to learn more about the relationship between you average CPC (cost per click) and AdQuality score, and how those might be influenced inversely by way of ad extensions, check out this great article by ClickZ:

http://www.clickz.com/clickz/column/2143667/solving-mystery-googles-q4-cpc-drop

In a nutshell, as you leverage ad extension you you ultimate goal is to improve conversions as well CTR. Google ocourse wants both as well. Higher CPCs yield more ad revenue, while conversions keep advertisers happy.

So, ad extensions such as Sitelinks (one of my personal favorites) are essentially designed to do both. An interesting sideeffect of this is an improvement in your AdQuality score (because your CTR increases). In turn, your CPC decreases, a nice bonus. Over time this benefit will most likely diminish as more advertisers take advantage of the features. Therefore, being an early adopter of these types of technology can yield some nice benefits.

So it is more important than ever to ensure you stay up to date on the latest trends in the industry.

On a side note, this is my first post made from my iPad, and I’m doing soLin the airport waiting for my flight.

 

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Social Media Strategies Summit – Las Vegas – February 7-9, 2012

Posted on January 27, 2012 | Leave a comment

I will be presenting at the 2012 Las Vegas Social Media Strategies Summit at the Mirage Hotel.

Session Overview:

Social Media – How to Monitor, Measure and Report for the SMB

So you’re adding social media to your game plan for your organization, moving it from an afterthought to front-and-center. You’ve even got a staff member ready to roll up their sleeves and manage your social media strategy for the organization (and that person might be you!) But now what? In this session, we’ll explore three key aspects of getting started with social media: monitoring, measuring, and reporting.

Your session leader will walk you through how to succeed in each of these key areas by taking a hands on and practical approach to identifying the tools, resources and processes that will position your SMB for social media success.  Some of the topics covered will include:

  • Identifying your objectives for using social media
  • Defining the metrics and KPIs for success
  • Why monitoring social media is important
  • Free and paid tools to get you started with monitoring
  • Policies and procedures for social media management
  • Using Google Analytics and Facebook Insights for analysis
  • Creating simple dashboard spreadsheets in Excel for reporting KPIs/ROI

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Posted in Analytics, Social Media

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