by Christopher S Penn | Feb 17, 2021 | Marketing, Marketing Data Science, Social media, Social networks
Jen asks, “How important are conversations to social media goals?” It depends on the goal, and it depends on how conversations advance that goal. For example, if raw engagement is a goal, conversations with people – especially in public social media...
by Christopher S Penn | Feb 8, 2021 | Marketing, Education, Professional Development, Social media, Social networks
A friend recently asked what sorts of great B2B content marketing stuff I’ve read lately that I could recommend and I realized… I haven’t read any in a really long time. Not because there isn’t any to be had per se, but because who and what I read has diverged...
by Christopher S Penn | Feb 5, 2021 | Marketing, Marketing Data Science, Social media, Social networks, Strategy
Emily asks, "What are your favorite resources for social media strategy planning?" The overall strategy for social media planning is and should be tightly coupled to your overall digital marketing goals. What are you trying to achieve as a department or...
by Christopher S Penn | Jan 28, 2021 | Marketing, analytics, Marketing Data Science, Measurement, Social media, Social networks
Alexei asks, "What are the most essential steps to analyzing social media data with ‘engagement’ in mind?" The steps for measuring social media engagement are the same as any other digital marketing metric, and follow the 3 Whats: What happened?...
by Christopher S Penn | Jan 26, 2021 | Marketing Technology, Customer Experience, Marketing, Social media, Social networks
One of the pieces of advice I give frequently is to keep an eye on, to listen to your best customers. What are they saying? What’s on their minds? What do they care about, and how well aligned are you to it? For example, during contentious times, you may want to...
by Christopher S Penn | Jan 25, 2021 | Community Management, Marketing, Marketing Technology, Social media
What does it take to kill a community, especially an online one? I’ve been watching a community I’ve been part of slowly fade away, and one of the most striking things about this community’s decline is how little it took to disrupt it. Out of a crowd...