FIR Book Club #2: “Measure What Matters” author Katie Paine

Katie Paine was the guest author for the second installment of the FIR Book Club, hosted by FIR Book Review Editor Bob LeDrew.

Katie Delahaye Paine is the founder of KDPaine & Partners LLC a New Hampshire- based research consultancy that provides measurement and accountability for corporations, non-profits and government agencies world wide. She is the author of the recently released Measure What Matters, Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships (Wiley, March 2011) as well as the popular text book, Measuring Public Relationships (KDPaine & Partners 2007). She is also the publisher of… Read More »

Less than half a percent of 28 million is still a lot

Some communicators I speak to at conferences and workshops are still surprised when I tell them that getting someone to like their company’s Facebook page is essentially meaningless.

Getting the like, they assume, is how they get their status updates into their audiences’ news feeds. But if those who have liked the page don’t engage and interact there, they may as well never have liked the page at all.

There’s plenty of advice to be had on how to engage people on your page. Get them to comment, vote in a poll, answer a question, watch a video, enter a contest, they’re all worth more than a like.

Yet even the best brands are having… Read More »

Who needs the press to make sure a press release gets the word out?

This morning I learned that Vocus, the public relations services company, has acquired email marketer iContact.

That Vocus would add email marketing to its portfolio is interesting enough, but for now, let’s focus on how I found out about the acquisition.

Not too long ago, I would have read about it in the business section of my daily newspaper, in my weekly edition of PRWeek or in my RSS feeds.

The business section of my daily newspaper has shrunk to the point that there’s no room for such reporting in the print edition. Increasingly, we’re seeing paywalls blocking online content from all but paying subscribers. As more and more… Read More »

Is your site optimized for pinning?

The proliferation of Pinterest-like sites tells me that Pinterest has tapped into something basic, a desire to share images more easily and with more focused purpose than the traditional photo-sharing sites. Since Pinterest has become the social service du jour, a number of other sites that duplicate the fundamental idea—collections of large easy-to-share images—have sprung up.

I’m regularly directed to Gentlemint, described as “Pinterest for men,” despite the fact that a growing number of men now have a Pinterest presence. Chill is a video bookmarking site that lets you create pinboard-like views of the videos you want to share; a… Read More »

Work in PR? In Europe? This is THE 2012 social media conference for you

European conferences that focus on the role of social media in public relations aren’t terribly common and those that are scheduled tend to be pricey. The Social Media World Forum is coming up next month in London, but its focus is broader than public relations and a ticket for the entire event will set you back US $920. There’s a marketing-focused conference, M2C, in Hamburg next month; admission is over US $2,500.

If you’re based in Europe and work in PR or organizational communications, your best bet is likely to be the 2012 International Social Media & PR Summit, scheduled for April 11-12 at ING House—a pretty amazing looking… Read More »

Does every tactic need to be baked into a strategic marketing plan?

You can’t open your browser these days without being bombarded with posts about Pinterest, the social-visual-bookmarking-scrapbooking site. Still in invitation-only beta, Pinterest is attracting women in droves and driving more traffic to retail sites than Facebook. All this is driving bloggers to write posts with headlines like 8 ways to use Pinterest for nonprofits and Six steps to driving traffic from Pinterest.

(Think I’m overstating the case? Scroll through the 50 million-plus Google Blogsearch results for Pinterest.)

Inevitably, the naysayers have been close on the heels of the enthusiasts. Forrester analyst Darika Ahrens was… Read More »

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