One of the most-discussed topics among marketers and communicators is social media measurement. (Did you know there’s a Conclave on Social Media Measurement Standards?) Everyone knows measuring the effectiveness of social media efforts is key. But how do you identify which metrics are meaningful in evaluating social media campaigns? Far too many communicators measure impressions (which aren’t all that impressive). Engagement means different things to different people. Measurement thought leader Katie Paine argues we will soon stop talking about “social” and conduct our measurement efforts based on the PESO model (Paid, Earned, Shared, and Owned).
In this installment of “Circle of Fellows,” four IABC Fellows discussed the meaning of ROI and how it can be applied to social media, other metrics of value (both for reporting to leadership and for identifying opportunities to make adjustments to your tactics), and influencer marketing as a means of obtaining better results through social media.
Resources from this discussion:
- What can we expect for influencer marketing in 2017?
- A comprehensive guide to social media ROI
- Why 2017 will be the year of native content and engagement
About the panel:
Alice Brink is an internationally recognized communications consultant. Her firm, A Brink & Co., works with businesses and non-profits to clarify their messages and communicate them in ways that change people’s minds. Her clients have included Shell Oil Company, Sysco Foods, and Noble Energy. Prior to launching A Brink & Co. in Houston in 2004, Alice honed her craft both in corporate settings (including The Coca-Cola Company, Conoco, and First Interstate Bank) and in one of Texas’ largest public relations firms, where she led the agency’s energy and financial practices. Alice has been active in IABC for more than 30 years, including serving as chapter president, district director, and Gold Quill chair. She is the vice chair of the IABC Academy.
In 1996, while on the fast track to a partnership in a growing PR agency, John Deveney opted to strike out on his own and form Deveney, a process and a practice that embraces the soundest principles, the newest media, and the most innovative technologies. Based in New Orleans, Deveney is particularly strong in the areas of crisis, healthcare, tourism, and hospitality. (After hurricanes Katrina and Rita, John led the only on-site communication operation and media center for both the City of New Orleans and the Louisiana Office of Tourism.)
Mary Hill‘s career as a marketing and communication professional has been in companies undergoing significant evolution, change and growth. She has held leadership positions with responsibility for developing plans and schemas to support long term growth and business sustainability goals. She has more than 20 years experience and expertise in designing and delivering training and development programs for companies and organizations, bringing theories, models and frameworks into everyday practice. In addition to her role at HeimannHills Marketing Group, Mary serves as Adjunct Faculty in the MS – Global Strategic Communication program at Loyola University Chicago. Mary speaks internationally and nationally on marketing, communication, standards and practices and women’s leadership topics. She is licensed in Adobe Connect and WebEx, using these to conduct virtual professional learning and education sessions.
Angela Sinickas is the founder of Sinickas Communications, which has worked with companies, organizations and governments in 32 countries on six continents. Her clients include 25% of the Forbes Top 100 largest global companies. Before starting her own consulting firm, she held positions from editor to vice president in for-profit and government organizations, and worked as a senior consultant and practice leader at Hewitt and Mercer. She is author of a manual, How to Measure Your Communication Programs (now in its third edition),and chapters in several books. Her work has been recognized with 20 international-level Gold Quill Awards from IABC, plus her firm was named IABC Boutique Agency of the Year in 2015. She holds a BS degree in Journalism from the University of Illinois at Urbana-Champaign and an MS in Leadership from Northeastern University.