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If your reaction to the headline was, “what on earth does Web analytics have to do with my job?” you probably weren’t alone. Web analytics might be thought of as the realm of SEO pros and online marketing teams, but it can be an incredibly valuable tool for PR teams too. In fact, Web analytics [...]

David Ogilvy’s tips on how to be a great advertising client have been working their way around the Internet.  They are so simple, yet so profound, I thought it worth a quick adaptation for PR clients.  To wit:
How To Be A Good Client:
1. Emancipate your agency from fear.
2. Select the right agency in the first place.
3. Brief [...]

Tom Foremski at Silicon Valley Watcher posted an interesting take on a new study released by the Society for New Communications Research (SNCR) stating that senior executives are affected by social media and that the influence of online communities on business decisions has grown over the past three years.
Check out the results of the [...]

The impact of social media is growing beyond PR and marketing toward business functions such as sales, customer service and product development. Social media measurement and its connection to tangible business metrics are key to determining business ROI of social media. PR professionals must evolve their skills as their reach is extending farther across the [...]

94% of touch points in today’s “last click model” are thrown away and not given any credit for a sale.
- Esco Strong, Director, Microsoft Advertising Institute
Rob Birgfeld over at SmartBlog on Social Media has a good post on why ROI as measured by the last click – the last click before a sale – [...]