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Christopher S Penn
Jonathan Chiriboga asked: The answer to this question is contingent upon your analytical skills. My tool of choice to prove the value of social media to lead generation and sales-focused people is Google Analytics. In order to make this determination, goals and goal values in Google Analytics must be set up first. Once you’ve got…
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Christopher S Penn
Laura asked about my thoughts on this Fast Company article: If the question is whether the free ride is over for businesses on Facebook, the answer is an unequivocal yes. The freeloading is done and gone. Nullem gratuitem prandium: no such thing as a free lunch, as the Romans said. If the question is whether…
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Christopher S Penn
In one of many conversations yesterday at Social Media Marketing World, I was asked, “How does someone new get started building a following?” While there’s no cut and dried answer that makes it easy, one of the accelerators you can use to jump start a program is to leverage a patron, an idea What is…
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Christopher S Penn
As many others are, I’ll be attending and speaking at Social Media Marketing World. If you’d like to talk about how I and SHIFT Communications can help your company with all things social (especially measurement, analytics, and down-funnel marketing), data-driven public relations, come find me and say hello! Wednesday: Evening reception on the USS Midway.…
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Christopher S Penn
Why repost the same content on social media? Why do you see popular brands and influencers recycling their material in the span of hours? It’s not because they’ve run out of content. It’s because of churn. In social media (and digital marketing), we churn two things most: attention and audience. Attention churn is the amount…
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Christopher S Penn
I was asked recently, “How can I make a hashtag go viral?” That’s like asking how you can make a file folder in your cabinet go viral in the office. After all, hashtags are tags. They’re a way of categorizing information, a way of retrieving it. They’re not super exciting. Hashtags are the Dewey Decimal…
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Christopher S Penn
Social media does not drive SEO. At a recent PR News SEO and Google Tools Conference, several of the presenters made reference to studies done by SEO tool vendors about social media driving search results. These studies are surveys of SEO professionals; SEO folks are asked what they believe are the most important contributing factors…
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Christopher S Penn
Mark Schaefer asked the excellent question on his blog, how do we track, measure, and deal with gray social media? (or any nebulous marketing audience) His definition of gray social media are interactions that are too small or too disparate to register as “buy now!” signals in most marketing automation software, yet because of offline…
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Christopher S Penn
Remember when Twitter rolled out website analytics? It was a wonderful secret just between us marketers. Well, the developers giveth and the developers taketh away. Twitter’s website analytics is no more: So how do you replace this? How will you figure out if Twitter is is delivering website performance to you, if you’d become accustomed…
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Christopher S Penn
My friend and colleague Chris Brogan posed the question: “Which social network is right for you?”. Our answers differ because our perspectives differ. My perspective is powered by data and analytics. In social media, three categories of metrics are important: taken from my new book, Marketing Blue Belt The social network that’s right for you…
