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This post is going up a little late because I was a bit late getting home from work last night and had to rush how to watch my Tar Heels take on the Clemson Tigers. It did not end well, and I bitterly went to bed instead of writing about what I Didn’t Read While Hard At Work on Wednesday.
DR. WHAW? – January 13, 2010
1. If you do your job right, nobody will ask about social media ROI by Shel Holtz — I LOVE this. Shel brilliantly points out that any marketer worth their salt should integrate measurement into their programs, and there should not be a large outcry for ROI or results only at the very end. I wholeheartedly agree with this. While I appreciate the push for ROI and measurement lately, it should be something that is worked in throughout and your work should prove it’s own worth without ROI.
2. Measurement is Sexy from The League of Kick Ass Business People — This is not an article, but an event (a first for DR. WHAW). I was so amused by the title and so thrilled with the concept that I thought I should include it. It’s in Toronto, so I know that most of us will not be able to actually attend, but it’s definitely inspiring to see that these events are sprouting up everywhere because it means that measurement has arrived.
3. Avoiding Social Media’s Own “Ad Equivalency Value” by Dave Fleet — If you know anything about measurement (or even if you don’t), you have probably heard of the AVE or ad value equivalency. This metric was once thought to be the only way to measure the value of PR but has become the ugly step-sister of measurement in recent years, and now Dave Fleet warns us of a similar metric arising in social media. What is it and how do we avoid it? Read this article if you’re at all interested in measuring social. It is a must-read.
4. Social Media Measurement: Assets Are Not Returns by Ed Lee — I think this is the best way to put it. Followers and fans are not returns, they are simply assets. You would not count an asset when determining the ROI of anything else, would you? So why include that in the measurement of social media ROI? Brilliant, Ed, simply brilliant.
5. Is anyone talking about you? How to measure social network buzz. by Ron Shulkin — This is a great resource for beginners and not-so-beginners who are looking to measure social networking buzz about a client or brand. There are some awesome Web sites and metrics included at the bottom of the post. I like that this is focused upon social networks specifically and not just social media as a whole because it’s important to make that distinction sometimes.
6. List of Social Media Measurement KPIs by Jeremiah Owyang — This is a great (and growing!) resource from Jeremiah Owyang, a partner at Altimeter Group. This is a great start for finding key performance indicators or KPIs for social media campaigns and programs. I encourage you to take a quick look at this resource and contribute where you can!
7. What Boyfriends And Girlfriends Search For On Google by Dan Ariely — I wanted to share this because it’s a lighter look at measurement and how to use search engines like Google to get a broad sense of something. This is a cute look at the difference between what boyfriends and girlfriends are searching for on Google. How else could you use Google in this way? Could you get a general sense before diving in deeper?
It really feels good to be back in the swing of this, and I’m really glad to know that I have some readers back as well. Keep leaving me comments on which posts you do like and which you don’t (and why!) so that I can keep bringing you more relevant material.
I’m currently reading The World Is Flat by Thomas L. Friedman, and it’s made me stop and think about a few things. Mr. Friedman argues that America has been able to be competitive to this point in large part because of the high level of trust we have in our society. As the rest of the world catches up in both education and economic power, Mr. Friedman suggests that it is this trust which will keep America ahead of the pack.
I readily admit that I don’t know a lot about economics, but I took issue with one of his points. It seemed to me that the general idea was that we just have to keep the so-called American “secret sauce” good enough to outpace our competition (like India and China). Good enough?
Maybe it’s just me, but lately I seem to see more and more proposals for change that are just good enough. Mr. Friedman wants us to increase the number of science and math students to be on par with India and China. But is good enough really ever good enough?
If I had applied to a couple jobs every day and considered that good enough, would I be where I am today? When has any country or company or individual gotten anywhere by just being good enough?
This made me wonder if this is how we all feel these days. Is this the new American motto? Do just what it takes to be good enough?
Please excuse my rant, but I was quite upset to think that this is how we are facing our biggest problems.
I know. I have been completely disconnected this past week, and I want to sincerely apologize to my readers and followers for falling off the grid. I learned valuable lessons this week, though, and I know I will grow.
One of my favorite musical artists is Bob Schneider. As I listened to his song “The Way Life is Supposed To Be” this morning I found more meaning in it than usual. This lyric in particular jumped out at me:
There are good days and they come and go,
But they never seem to last,
Cause when the bad days they come around,
They always kick the good days’ ass right into the ground.
I often let bad days and bad luck get the better of me when I should fight back and do the best I can.
Last Monday was one of those good days. I had an interview with a company with which I would be thrilled to work, and I had a Skype date with my boyfriend who is studying in Australia for six months. I had been taking on more responsibilities at my internship, and I was feeling great about the quality of my work.
Monday evening, though, turned my day (and my week) completely upside down. I suddenly found myself without a place to stay until this weekend, and I didn’t know what to do. Thankfully I have probably the best parents in the world, and my father immediately drove down from Milwaukee to rescue me.
Once I made it to my parent’s house, I helped to unpack my things from our car and then helped to pack up all of my little sister’s things. She need to move for her first year of college the next day. By the time everything was somewhat settled again, it was very late so I went to bed without even beginning DR. WHAW? for the day.
It took me a few days to get back to a good work rhythm, and I found myself continually thinking up errands and tasks. This in turn led to my constantly pushing DR. WHAW? and my blog to the back burner.
Before I knew it, Friday had rolled around, and there were four days in a row without even a post explaining my absence. I even began to think if DR. WHAW? was worth it. Should I keep writing at all? Is this a sign? Maybe I should only write an entry every couple days, isn’t every day a huge commitment?
Yesterday I moved into my new apartment: the fourth place I’ve lived this summer and the seventh move since graduation in May. It’s a sublet, and when my parents and I arrived, we found it much dirtier than expected. My instinct was to sit down and cry and re-plan out the day in my head, but my mom took charge. We took it one step, one room at a time. And while it took us the whole day, I’m now settled into a great, clean apartment.
I surprised myself this week. I like to have a plan, and sometimes I’m not the most flexible person when that plan completely falls apart. But I’ve realized that even though I may want to take some time to be upset and work through it in my head, often the best idea is to just push forward. I found that if I start working, a plan will fall into place as I go.
Throughout the week, I had begun to panic about my blog. Once I didn’t post on Monday, I worried all day Tuesday that I would need to write posts for both days in order to make up for it. The same thought crossed my mind on Wednesday, and so on. It felt overwhelming.
The support I received Friday taught me that social media world can be forgiving. Even though I hadn’t produced a new DR. WHAW? entry for four days, many people still recommended it to their Twitter followers. Even though this new world is in part about immediacy, we’re human and we understand.
I know you’ll be expecting DR. WHAW? to be back tomorrow, and I promise it will be. For better or worse, I will leave last week as it stands but will push forward and continue to do my best.
This was a tough week for the Sunday digest. There was a TON of great news and insight that emerged this week, and it was really difficult to pick just seven articles to share with you as the best of the week. After much hemming and hawing, here it is! What I Didn’t Read While Hard At Work this week.
DR. WHAW? Sunday Digest – Week-ending August 30, 2009
1. Community and the Politics of Place by Chuck Hemann — This is a brilliant post about how social media may be able to restore the sense of community that was once prevalent in our society. Chuck Hemann provides some great insights into this phenomenon and why social media may be just the trick to get us back. What do you think? I think this is definitely worth some serious consideration. It’s always good to think about social media as something other than a great business or marketing tool. : )
2. Relinquish Control, Empower the Passionate Fans! by Ryan Stephens — Everyone has been arguing lately that social media is not about controlling your brand. What I haven’t seen much of is an explanation of how to give up control without completely losing touch, but Ryan Stephens gives a brilliant overview here. The post is specifically about sports and how you can use the post of your 80,000+ fans, but there are some great lessons here that can be applied across any branding strategy. This is a definite must-read if you’re into branding online at all or if you remain unconvinced of the potential power of social media.
3. Basics of Social Media ROI from @thebrandbuilder from Ken Burbary — If you are interested in social media measurement at all, heck if you’re interested in social media at all, you must read this! The full presentation from Olivier Blanchard about SM ROI is provided here, and it is brilliant. Hopefully you’re all convinced by now that measurement is absolutely essential to any PR or marketing campaign, and this is the best resource I’ve seen for SM measurement thus far. READ IT!
4. Can we all stop agreeing with each other and have some arguments please? by Edward Boches — Lately Edward Boches has noticed a trend in blog post comments and Twitter interactions that he doesn’t like: we’re all agreeing! But why is that bad, you may ask? Read on! We may all be trying to be a little too nice, but at what cost? I wonder if we’re not missing out on some great insight and discoveries because we’re all too concerned about doing the “right thing.” I know I’m hesitant to disagree because I’m still a newbie. What about you?
5. Twitter: protected by the First Amendment? by Mike Schaffer — The freedom of Tweet is not mentioned in the First Amendment, but Mike Schaffer believes that it is most certainly implied. He argues that the Tweet falls somewhere between “speech” and “press” and should for that reason be protected. This is definitely something you should think about and consider as Twitter evolves. It could have some serious implications down the road.
6. Tribune Co. Offers Localized Network of 70+ Blogs to Advertisers from Marketing Vox — Earlier this month the Tribune Co. made some great financial strides and made us all believe there was hope yet. With the creation of a blogger network throughout the city of Chicago, I think the Tribune is well on its way back into our hearts. This shows that there can be hope for newspapers yet, but only if they innovate and find a way to carve out a new niche.
7. Mobile is glue for all we do by Dan Butcher — An ESPN executive stressed that mobile is a key component of their network’s overall portfolio. This surprised me at first considering all of the media channels that the sports giant uses, but it does make sense. It has been said that nearly 100 percent of all U.S. citizens will use a cell phone by the year 2013, and it seems smart to invest in this media channel now. This is a very interesting read because it shows you how ESPN is integrating their mobile launches and programs with the rest of their network. How should your business or industry be using mobile?
Did I pick the best ones? Were there others you would have chosen instead? Why?
Leave me your thoughts, I really want to understand which reads are your favorites or most important to you.
This past week I read a blog post which claimed that providing yourself with limitations will often lead to more success than trying to meet unrealistic goals. It reminded me very much of my own philosophy of life, and I thought it fitting to share it with you.
“Life is short, and so am I.”
I don’t remember who first said it to me, where I read it or when I started believing it, but I can tell you that not a day goes by when I don’t think about this quote. It fits my life in so many ways, including the fact that I come from a horizontally-challenged family (I’m the second tallest in my immediate family at a whopping 5’1’’).
I have an ego just like everyone else; I think that I rock at making new connections and went to the best darn basketball school in the world. At the same time, I realize I have limitations and shortcomings; I’m clumsy as all get out and often get too focused on “having a plan” for my own good.
My life is guided by two simple truths:
1. My life is short. I need to make the most of every situation, take time to enjoy the world and the people in my life, always try my hardest, never be embarrassed and laugh at myself at least once a day.
2. I am short. I need to understand what I can and cannot do, respect my limitations, never promise more than I can give, learn when to be selfish and realize that it’s OK to say “no.”
Admittedly, sometimes a day comes around when all I forget I can’t “do it all” or when I would just rather sleep in. I grow every day, though, and more and more I embody this philosophy in all of my actions.
What is your philosophy of life? How does it define you?