Posts Tagged ‘ROI’

How Pinterest Drives Online Sales

July 9, 2012

Seth Godin’s ‘Five Rules for your About Page’

October 5, 2010

Five rules for your About page

When someone comes to your site for the first time, they’re likely to hit ‘about’ or ‘bio’. Why? Because they want a human, a story and reassurance.

Here are some helpful guidelines (okay, they’re actually imperatives):

1. Don’t use meaningless jargon:

… is a recognized provider of result-based online and mobile advertising solutions. Dedicated to complete value chain optimization and maximization of ROI for its clients, … is committed to the ongoing mastery of the latest online platforms – and to providing continuously enhanced aggregation and optimization options.

2. Don’t use a stock photo of someone who isn’t you (if there is a stock photo of you, congratulations). The more photos of you and your team, the better. 3. Make it easy to contact you. Don’t give a contact address or number that doesn’t work. 4. Be human. Write like you talk and put your name on it. Tell a story, a true one, one that resonates. 5. Use third party comments and testimonials to establish credibility. Use a lot of them. Make sure they’re both interesting and true.

‘Social media use analyzed’

September 17, 2010

We were thrilled to be interviewed by Carly Harrington for a piece on the Interactive Springboard social media study.

Social media use analyzed

By Carly Harrington, Knoxville News Sentinel, September 17, 2010

Businesses and organizations across Tennessee recognize the importance of social media, but most aren’t sure how to use the technology trend to its fullest potential.

That’s according to a new survey of communications professionals from across Tennessee that was conducted over the summer by Knoxville firms Interactive Springboard and Bryant Research to determine the relevance and benefits of social media.

“Social media is here to stay. It’s not a fad. Communicators say they feel very strongly about that,” said Mary Beth West, founder of Mary Beth West Consulting and partner in Interactive Springboard with Tori Rose of Blue Media Boutique.

The statewide snapshot provides a glimpse into where such professionals think social media stand and the trend’s potential to be applied within companies and organizations.

It was conducted in conjunction with the Public Relations Society of America members from the state’s five chapters in Knoxville, Chattanooga, Tri-Cities, Nashville and Memphis.

Respondents placed the highest importance on monitoring social media for comments about their organization and using social media for crisis communications.

But while most surveyed believe social media are important tools, there’s a significant gap in how companies are actually applying them.

“For much of the market there is an unclear path,” Rebecca Bryant of Bryant Research said, adding, “There are solutions to help close the gap.”

For some, the uncertainty lies in how to use social media in conjunction with traditional media. For others, it’s how to measure a return on investment.

“The myth is social media is Facebook,” Rose said.

Some businesses are looking at their competitors who are using social media and they throw up a page on Facebook “because everyone else is doing it,” she said.

“What this is showing is it’s back to strategy and planning. These are very set goals,” Rose said.

Social media represent a two-way communication model, West said, that isn’t limited to Twitter and Facebook. It needs to be specific to the needs and goals of that particular company. And that means they need to step back and do their research first.

“There’s a huge case to be made that companies need to go about this in a defined process,” West said.

It’s understandable that a business could be overwhelmed by it all, Rose said.

“It’s huge. It’s new. It’s coming at them like a freight train,” she said. “They want to pretend it’s not there and hopefully it will be gone.”

But it’s something customers are coming to expect.

“You can make a choice not to engage, but you do so at your own risk,” West said.

A copy of the report, “Tennessee Communicators’ Social Media Attitudes and Utilization: A 2010 Snapshot,” may be viewed at

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Measuring Social Media ROI

October 27, 2009

If you have ventured into the world of social media and are struggling with a measurable ROI, check out this presentation, which clarifies what ROI is and is not within the context of social media. It also explains how to measure and tie your own social media efforts to real ROI.

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