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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Social Media Marketing - The Most Valuable ROI

Social Media Marketing - The Most Valuable ROI | Public Relations & Social Media Insight | Scoop.it

Hunting social media marketing ROI can make it easy to ignore the most important point - Your company, brand and product must have a social media marketing strategy.

Marty Note
The soial ROI controversy is in high gear thanks to a Forrester report (see my Don't Follow GoofyStupid and the Clueless post from yesterday: http://www.scoop.it/t/curation-revolution/p/3161431620/don-t-follow-goofystupid-or-truly-clueless-on-social-media-roi-marty-note ;). I thought it would be a good idea to go over some social media marketing basics. 

First, I am NOT a mystic or philosopher. I was trained in e-commerce by direct marketers. I believe in Internet marketing's ROI. Increasingly I understand that ROI is tied to who we are, what we project and how well our talk matches our walk.

 

Caveat stated, here are some thoughts on what Social Media Marketing IS:

* Aspirational - speaks to who we ARE and Want To Be.
* Connection - speaks to our desire to learn from each other.
* Exploration - speaks to the inner explorer in all of us. 
* Saves World - creates community and action. 
* Elicits Joy - helps share discoveries, joy, victories and defeats. 

 

If these attributes sound like Jim Stengel's fundamental human characteristics brands need to align to it is on purpose (read GROW by Stengel). In the post Social Media Marketing The Most Valuable ROI I asked if you could afford NOT to create a social presence. I don't think avoiding things is as powerful as wanting something. Let's recast the question and ask if it is important your brand connect, explore, impact, have aspirations and share joy? 

Yes right? 

Social Media The Most Valuable ROI
http://www.atlanticbt.com/blog/social-media-marketing-the-most-valuable-roi/

 

[Great comments by Marty Smith and a valuable read ~ Jeff]


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Q: Can PR Pros Become brand journalists? A: No Q: Brand Champions? A: Maybe

Q: Can PR Pros Become brand journalists? A: No Q: Brand Champions? A: Maybe | Public Relations & Social Media Insight | Scoop.it

I'm in Miami this week taking part in the Holmes Report's Global PR Summit and the topic of "Brand Journalism."

 

I know nothing about the subject but no one else does either because it's a made up term that is in the early stages of being defined. Nothing wrong in that, I do it all the time but I try to think of concepts that make sense and this one doesn't make any sense at all....

 

[Tom Forenski says "brand journalism" is NOT journalism. Is he right? ~ Jeff]

Marty Note
I see the need for rebranding. PR has imploded swept away by search engines and social networks. I can also understand a desire for an attachment to brands. Brands are perceived as the lasting core of marketing. I don't understand the concept of "brand journalists" since journalism is investigative and far ranging and sends shivers down the spines of most CEOs and CMOs I've worked with or for. 

Since brands are becoming more social, with much of this new work being done by brand advocates and supporters NOT people with a direct stake (employees in other words), I see a brand champion role that PR experts could help create and shape.

Perhaps the most important idea for our new PR brand marketers to understand is how much flux brands and branding are in. Take a look at this infographic about how brands are "socializing": http://www.scoop.it/t/curation-revolution/p/791811864/branding-is-changing-socializing-your-brand 

 

Brands and companies are changing rapidly. Here are some important ways companies and brands are changing:

* Brands and companies are becoming publishers. 

* Brands and companies are becoming curators.

* Brands and companies are becoming entertainers (Meetups, Videos, etc..).

 

While "Brand Journalism" may seem dissonant to what brands were and are becoming, brand curator or brand champion is a much needed missing set of marketing skills. PR skills such as building relationships with thought leaders, organizing disparate information into engaging communication, promoting engagement and connecting companies and brands to their supporters wrap around this idea quickly and well. 

PR pros could become the brand sherpas of a new more open, engaged and social branding.  Brand journalists as a concept just sends shivers down the CEOs and CMOs I've worked with (lol).  


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Jeff Domansky's comment, October 30, 2012 11:13 PM
Liked your take Marty, but PR as "brand Sherpas"? LOL. We already too much heavy lifting.