Comments on: Article: Social Media, From the Drawing Board to the Board Room http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/ Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers Fri, 19 Mar 2010 23:41:59 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: jeremiah_owyang http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-1145049 jeremiah_owyang Sun, 22 Nov 2009 01:50:59 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-1145049 Herb<br><br>That's right. I've observed some of the best social media strategies are coupled with programs we're already familiar with. Herb

That's right. I've observed some of the best social media strategies are coupled with programs we're already familiar with.

]]> By: Taitrathjix http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-1069472 Taitrathjix Tue, 07 Jul 2009 23:40:26 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-1069472 Hey, I'm online! ). And see you again. Hey, I’m online! ). And see you again.

]]> By: Adattchooth http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-857407 Adattchooth Thu, 22 Jan 2009 03:45:37 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-857407 Nothing seems to be easier than seeing someone whom you can help but not helping. I suggest we start giving it a try. Give love to the ones that need it. God will appreciate it. Nothing seems to be easier than seeing someone whom you can help but not helping.
I suggest we start giving it a try. Give love to the ones that need it.
God will appreciate it.

]]> By: Dan Keeney, APR http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-364080 Dan Keeney, APR Wed, 19 Mar 2008 02:28:40 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-364080 In the PR realm, we focus on three basic categories of objectives, each of which we seek to measure in different ways. These include: 1) Awareness/education - Your target learns about what you are communicating or advocating. 2) Attitudes/opinions - Your target feels positive/negative about what you are communicating/advocating/fighting. 3) Behaviors - Your target takes a desired action. I was involved in the tobacco wars back in the 90s and they serve as a good example. We needed to make people aware of the fact that tobacco was targeting children, we needed to communicate in such a way that adults were outraged about it and finally we needed to turn those opinions into behaviors -- go to the polls and pass tobacco taxes. Each of these builds on the other. You need to build awareness before encouraging opinions and finally enticing the desired behavior. I don't see the measurement challenges for SM being significantly different. Surveys can create a baseline and track changes in awareness and opinions, and behaviors can be tracked by creating special phone numbers or Web sites that only are promoted through SM initiatives. In the PR realm, we focus on three basic categories of objectives, each of which we seek to measure in different ways. These include:
1) Awareness/education – Your target learns about what you are communicating or advocating.
2) Attitudes/opinions – Your target feels positive/negative about what you are communicating/advocating/fighting.
3) Behaviors – Your target takes a desired action.

I was involved in the tobacco wars back in the 90s and they serve as a good example. We needed to make people aware of the fact that tobacco was targeting children, we needed to communicate in such a way that adults were outraged about it and finally we needed to turn those opinions into behaviors — go to the polls and pass tobacco taxes.

Each of these builds on the other. You need to build awareness before encouraging opinions and finally enticing the desired behavior. I don’t see the measurement challenges for SM being significantly different. Surveys can create a baseline and track changes in awareness and opinions, and behaviors can be tracked by creating special phone numbers or Web sites that only are promoted through SM initiatives.

]]> By: For the Socialset of the net. » So where are the Social Workers ? http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-82359 For the Socialset of the net. » So where are the Social Workers ? Sat, 18 Aug 2007 08:21:51 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-82359 [...] on investment and look to use these tools as an efficient way to reach the customer, read more at Jeremiah s site. Oh and one more thing on that site is another great discussion on how Social Media impacts [...]

[...] on investment and look to use these tools as an efficient way to reach the customer, read more at Jeremiah s site. Oh and one more thing on that site is another great discussion on how Social Media impacts [...]

]]> By: Leading the client ‘conversation’ : herbsawyer.com http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-79901 Leading the client ‘conversation’ : herbsawyer.com Tue, 14 Aug 2007 15:12:14 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-79901 [...] (Web Strategy by Jeremiah) has a good post on how to create a social media plan. But as I commented, I think his post left out [...]

[...] (Web Strategy by Jeremiah) has a good post on how to create a social media plan. But as I commented, I think his post left out [...]

]]> By: Suggested Reading For 08/13/07 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-79648 Suggested Reading For 08/13/07 Tue, 14 Aug 2007 00:47:29 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-79648 [...] Social Media, From the Drawing Board to the Board Room (tags: socialmedia socialnetworking social) [...]

[...] Social Media, From the Drawing Board to the Board Room (tags: socialmedia socialnetworking social) [...]

]]> By: BarelyBlogging » Blog Archive » links for 2007-08-14 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-79641 BarelyBlogging » Blog Archive » links for 2007-08-14 Tue, 14 Aug 2007 00:21:47 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-79641 [...] Social Media, From the Drawing Board to the Board Room Measuring a new type of media. (tags: community social metrics) [...]

[...] Social Media, From the Drawing Board to the Board Room Measuring a new type of media. (tags: community social metrics) [...]

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-79620 jeremiah_owyang Mon, 13 Aug 2007 23:06:40 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-79620 Herb That's right. I've observed some of the best social media strategies are coupled with programs we're already familiar with. Herb

That’s right. I’ve observed some of the best social media strategies are coupled with programs we’re already familiar with.

]]> By: Herb Sawyer http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-79619 Herb Sawyer Mon, 13 Aug 2007 23:01:59 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-79619 Working and deploying social media strategies I've noticed one section that would love to get your thoughts on - not doing a social media plan in a vacuum. I've noticed that the best social media plans, and the ones I've gotten clients to at least consider, where always a part of the larger strategic equation. I know social media will work stand alone, but the fact that social media is about conversation, sharing information, it seems to work better if its a part of larger idea to share content or tactics with. Herb Working and deploying social media strategies I’ve noticed one section that would love to get your thoughts on – not doing a social media plan in a vacuum. I’ve noticed that the best social media plans, and the ones I’ve gotten clients to at least consider, where always a part of the larger strategic equation.

I know social media will work stand alone, but the fact that social media is about conversation, sharing information, it seems to work better if its a part of larger idea to share content or tactics with.

Herb

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-79609 jeremiah_owyang Mon, 13 Aug 2007 22:29:11 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-79609 Thanks Rob, you are right, tracking media is difficult, esp when it can be ripped and put on YouTube. Thanks Rob, you are right, tracking media is difficult, esp when it can be ripped and put on YouTube.

]]> By: Rob Safuto http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/comment-page-1/#comment-79600 Rob Safuto Mon, 13 Aug 2007 21:56:23 +0000 http://www.web-strategist.com/blog/2007/08/13/article-social-media-from-the-drawing-board-to-the-board-room/#comment-79600 Nice work Jeremiah. One of the missing links here is tracking of media files. Google Analytics doesn't track audio or video files. FeedBurner does to an extent, but only if the video is linked as an enclosure in the RSS feed. I've helped our team at RawVoice to create a media statistics redirect program that can provide meaningful data on streaming and downloadable media, regardless of web host, publishing system or RSS feed. We're also trying to teach podcasters that their reach is a quotient of media stats, website visitors, RSS subscribers and off-site (like YouTube, Blip.tv) media views. Its not easy but having a plan definitely helps. Nice work Jeremiah.

One of the missing links here is tracking of media files. Google Analytics doesn’t track audio or video files. FeedBurner does to an extent, but only if the video is linked as an enclosure in the RSS feed.

I’ve helped our team at RawVoice to create a media statistics redirect program that can provide meaningful data on streaming and downloadable media, regardless of web host, publishing system or RSS feed.

We’re also trying to teach podcasters that their reach is a quotient of media stats, website visitors, RSS subscribers and off-site (like YouTube, Blip.tv) media views.

Its not easy but having a plan definitely helps.

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