Inside PR 2.85: The Pluses of Google

Search is changing.

This week was a big week for social media, especially Google. Gini DietrichJoe Thornley, and Martin Waxman start the episode with talking about Google’s new search algorithm. Google has changed in search algorithm to make it personalized to the person logged on. Twitter and Facebook are not too happy about this change and believe that Google is not giving an accurate search result. The gang talks about how consumers are being affect and how we are stuck in the middle of a feud between two big corporations.

The pull between personalization and standardization increases with this new search algorithm, pushing standardization further and further outside of the picture. We will no longer all get the same search results. The team talks about what this means for consumers and communicators.

This issue also invokes change for communicators and marketers and how we promote our company’s online, the key words we use and how we publish content.

What do you think? Will Google continue to be the number one choice for search?

*************************************************

Send us an email or an audio comment to insideprcomments@gmail.com, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

This week’s episode was produced by Kristine Simpson.

Inside PR 2.84: Are your measurement goals quantifiable and time-bound?

This week, we feature another interview from the PRSA International Conference.  We talk to our good friend Shonali Burke, communications strategist and author of the Waxing Unlyrical blog, about PR and social media measurement, a subject all PR people should pay attention to because it demonstrates the value of our work and whether or not we’ve achieved our goals.

Shonali calls out three problems in the way we approach measurement:

  1. The concept of measurable objectives has been lost – our objectives must be quantifiable and time-bound.
  2. Buzz is not a goal – because people don’t know what they’re trying to achieve, they’re not approaching communications strategically.
  3. People overcomplicate. Don’t focus on the tools but on what you’re trying to track and how.

Shonali mentions the Blue Key campaign, which asks Americans to donate $5 to raise awareness and support for refugee issues and how they track the program using custom URLs, Google Analytics and other tools to identify emerging trends.

She’s tired of PR professionals saying they’re not good at numbers and advises us to, ‘stop getting freaked out by math!’

Gini mentions that it’s not impressions or ad equivalencies that are important, but how we deliver the kinds of results that mean something to a client’s business.  Joe adds that being in PR, we’re dealing with digital data all the time and need to get good at that.  Martin suggests that as professional communicators we are all in business and, as such, should learn and understand the fundamentals of business.

Are you measuring your programs effectively and in a way that demonstrates real value to your clients or organizations?  Do you have any thoughts or cases to add? We’d love to hear from you.

And thanks Shonali.

*************************************************

Send us an email or an audio comment to insideprcomments@gmail.com, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

This week’s episode was produced by Kristine Simpson.

Inside PR 2.83: Excited About 2012!

Happy New Year!

We hope you had great holidays spent with family and friends.

After a short break, we’re back and ready to rock a new year.

And speaking of a new year, we discuss what we’re looking forward to in the first half of this year.

Martin Waxman is attending SxSW and speaking at Podcamp. Joe Thornley is co-hosting (with Shel Holtz) an online social media workshop for IABC and its members. And I have a crazy speaking schedule, beginning at the end of April, that coincides with the publication of Marketing In the Round, the book I’m co-authoring with Geoff Livingston.

We’re all bullish on what 2012 has in store and we’d love to hear what you’re looking forward to in the first half of the year.

*************************************************

Send us an email or an audio comment to insideprcomments@gmail.com, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

This week’s episode was produced by Kristine Simpson.