Old tools still matter

To hear some people, you’d think business should abandon traditional communication channels and dive into social computing to deliver its messages and address its issues. The audience, we are told, has no interest in being talked to; we must, at all costs, accommodate a growing desire among the audience to be engaged in conversation.

I do believe in the conversation and the shift to a social computing environment and all the consequences for business and communications. However, nothing changes everything and I’ve maintained for years that the new tools should be added to the old, not replace them.

Validation came while I was reading… Read More »

Pew out with latest Internet demographics

The Pew Internet and American Life Project released its latest Internet demographic findings today. Men still use the Internet more actively than women, according to the report, but women are catching up. Some of the findings:

  • Men still continue to try new technologies first
  • Men log on to the Net more frequently, spend more time online, and are more likely to have high-speed access
  • Women are more enthuiastic online communicators, using email more as a vehicle for staying in touch with friends and family
  • Men are more likely to use email to communicate with companies and other organizations
  • Men search for and use more kinds of… Read More »

A place to talk measurement

I was surprised but gratified that my post on PR measurement sparked a good discussion on the subject. In response, online PR dynamo Contantin Basturea has set up a measurement home page on TheNewPR wiki.

Constantin also asks, “Should we start a group blog on PR measurement? Maybe hosted on prblogs.org?”

What do you think? If we set up a group PR measurement blog, would enough communicators participate to make it worthwhile?

PR measurement and math-challenged communicators

It’s an amusing sight, a group of PR practitioners at dinner trying to figure out the check and the tip. Most communicators don’t do math. It’s a right-brain left-brain thing. Lack of math skills led most of us to writing as an avocation to begin with. I’m always glad when Angela Sinickas is at dinner with us. She’s a math whiz. But you’d expect her to be, since communication measurement is her area of expertise.

Angela’s not alone. Tudor and Ryan Williams also specialize in measuring the effectiveness of communication efforts. Both Angela and the Williams boys are excellent at what they do. I’ve often lamented that their businesses… Read More »

Hallmark’s online research success story

Hallmark, the Kansas City-based greeting card company, has employed online consumer research for three years now. Based on a comparison of the results with those of traditional research (i.e., focus groups), the online efforts are now a regular part of the company’s research effort. In a Marketing Sherpa interview,  Tom Brailsford, Manager of Advancing Capabilities, notes:

“You can do three focus groups and hear from about 24 consumers and it’ll cost you two or three weeks and $10,000. We can hear regularly from 150 consumers in 36 hours on a particular issue. We have evidence from linguistic analyses that suggests that the content we…

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