Social Media ROI v. Impact: Don’t Confuse The Two

What exactly is ROI?

What is social media ROI?

Image: Mark Smiciklas via Flickr, CC 2.0

Is ROI or “impact” more important? Or are they equally important?

Should companies starting out in social media be concerned about ROI?

These were the questions we discussed on yesterday’s #measurePR chat with Don Bartholomew, aka @donbart.

It was terrific.

As Sean Williams said,

Don is a refreshing blend of theory and practicality when it comes to demystifying what seems to remain one of the most puzzling questions in the social media and measurement worlds.

At least, Sean said something to that effect, but I can’t find his exact tweet, so let’s assume I’m not misquoting him… too much.

Here are some of the tweets from yesterday’s session:

That’s meant to be “think,” by the way.

The key point that Don, Sean, and a few others were trying to drive home is that ROI is ROI is ROI.

It is not “value,” and it is not “impact.”

Update at 11:42 am: Don just corrected me, saying, “… one could argue ROI is a form of Impact, but Impact is not ROI.”

He’s right, and that’s what I meant, and should have said.

Back to your regular programming.

When we start trying to redefine “ROI,” we are opening a can of worms. Because the C-suite understands ROI as something very specific.

If we’re then going to try to change that definition, it can’t end well.

Focusing on Impact, on the other hand, makes a lot of sense, because here you’re starting out with measurable objectives (tired of that phrase yet?!).

Once you do that, you’re going to track your program(s) to see if they result in those measurable objectives… which should be created with some kind of impact on the business/organization in mind.

Do have a read through the transcript of the #measurePR chat with Don; there are some real nuggets in there.

The conversation was so interesting, that Don agreed to come back for Round 2 of the SM ROI discussion.

So save the date: Sept. 14, 12-1 pm ET.

If it makes life easier for you, you can RSVP for #measurePR with Don, Round 2, on Facebook.

It would be great to get some questions from you, so that we don’t have to repeat everything we discussed yesterday.

Will you send them along, either by leaving a comment below, or by shooting me an email or DM?

Don and I hope to see you there!

The MetricsMan Comes To #measurePR

What’s a Twitter chat on measurement without a Metrics Man?

Fortunately, Don Bartholomew of Fleishman-Hillard - whom you may know as @donbart on Twitter – will rectify that this coming Tuesday, when he joins us to chat about social media “ROI.”

Ah, ROI.

If there’s a term that strikes more dread into the hearts of PR pros than the words “Child Catcher” did to those of Caractacus Potts and Truly Scrumptious… well, I haven’t come across it yet.

Whaaa? “Who’s the Child Catcher?”

Consider yourself enlightened.

Homework

While you certainly don’t have to, I think it would be helpful to you (if you’re planning on attending the chat) to read up on some of Don’s writings, particularly his post on social media ROI angst.

Here he says, among other things:

Point Number One:  As a practical matter, the majority of social business efforts will not result in true ROI (in the short term).

In fact, I would guess far less than half will.  Maybe less than 10%.  But that doesn’t mean the social business effort was not successful, or did not create significant value for the brand or organization.

It simply means the primary objectives of most social business efforts are centered on concepts like community-building, engagement, listening, and participating in conversations.  It is difficult and expensive to attribute financial value to these areas.

To use the old saying – the ROI on these sorts of ROI efforts is not good.  Traditional public relations, branding and reputation programs suffer from some of the same challenges.

So when a study like the one published by e-Marketer* suggests ‘only’ 16% of social business programs are measuring ROI, while many are surprised it isn’t higher, it actually sounds a little too high to me. I wonder how respondents were thinking about and defining ROI.

Now, there’s a lot more there, so instead of getting discouraged by the bold type, go read the whole thing.

Also check out Olivier Blanchard’s excellent post and presentation on social media ROI for associations & non-profits.

Ready? Warmed up?

Excellent.

See you on Tuesday, then. You can RSVP for #measurePR with Don Bartholomew on Facebook (might be handy as a reminder) … or just show up! 12-1 pm ET; use #measurePR to join/participate in the conversation.

And if you have questions you’d like Don to field, do shoot them to me via email or Twitter (DM) ahead of time, or just leave a comment below.

Image: Kemp Edmonds via Flickr, CC 2.0

From WTF To KPI: PR Measurement In Acronyms

A couple of days ago, I had the pleasure of presenting a webinar on measurement aka demonstrating the business value of public relations for PRSA.

I say “pleasure” because it was. It was perfectly organized, I had no trouble with the webinar platform, and it was fun.

And I didn’t have to put on fancy clothes or fancy shoes to go do it.

I love webinars!

Here’s the deck, in case you’re interested. Download/embed away.

Couple things

I was hoping to show the Old Spice video titled “Questions” between slides 20 and 21. That’s why the following slide is titled “Answer.”

Also, there are several recaps of the P&G campaign focusing on its results that use W+K’s video case study, but I couldn’t use that either, because the platform we used for the webinar didn’t support video.

So here it is. And the Digital Buzz Blog has an excellent recap of the entire Old Spice social media campaign (which I did pull from, with all the appropriate credits, in my presentation).

I know what you’re thinking.

“Does she have to keep using acronyms in her presentation titles?”

Image: Phil Shirley, Creative Commons

Well… yea, kinda.

If I’m going to grab you by the collar, sit you down and make you pay attention to something as potentially dry and overwhelming as measurement, I better make it fun.

Right?

Hopefully I did.

Ted Nguyen upped the game by recording an audioBoo (WTF?!) of most of the Q&A of the webinar.

Kewl!

So, there you have it.

Whadja think?

Psst: Can you believe how many images you find when you do a search on Flickr for WTF?!

AWESOME.

Measurement Smarts… Or Mata Hari?

Are we smart about measurement… or unwittingly being Mata Hari?

Image: Bob Bobster, Creative Commons

Yesterday’s #measurePR chat was VERY interesting.

Philip Sheldrake of Influence Crowd was our guest, and we focused on the ethics of measurement; here’s a recent post that tells you how and why he came to be on the show, er, chat.

Before I could get to it, Philip wrote up a great recap of the chat, so I’m not going to try to improve on what’s already excellent.

You can, however, view and/or download the transcript of #measurePR with Philip Sheldrake, if you’d like.

What I couldn’t stop thinking about, after we ended the chat, was how clueless we PR pros are when it comes to actually understanding the motions that lie behind various tracking mechanisms.

As Philip puts it:

“The simple fact is, the vast majority of PR practitioners have next to no idea how the Internet or the Web function (yes, they are different), and therefore have equally little comprehension of how the social monitoring and analytics services they are being sold may compromise their reputation amongst consumers and all stakeholders when, inevitably, the digital shit hits the digital fan.”

The Wall Street Journal did a terrific job recently with a series called “What They Know,” which “documents the new, cutting-edge uses of [this] Internet-tracking technology.”

Even if you’re not a subscriber, you should be able to look at the report online if you follow the link above.

And if you haven’t already read the report, be warned – it might frighten you.

“But we’re not advertisers”

No, we’re not. But what about the solutions we use, that use tracking methodology, to measure the success (or failure) of our outreach and campaigns?

What about when we partner with media outlets for campaign promotions?

What about the nifty plugins we love to play with on our sites and blogs? I have a number of them on here myself, such as the Apture toolbar and the LinkWithin widget.

Yes, I really like what they do for my blog, but what are they doing for/to you?

Do we really know understand they work, other than the pretty charts and graphs that can be served up to us on like a smorgasbord for the metric-addicted?

Image: Richard Hemmer, Creative Commons

Clearly, I’m not intentionally putting anything on here that I think would endanger your privacy.

And I, personally, have never and will never use data collected online to sell you something, or put you on some list that you didn’t opt in for.

I make that clear on my website, but I should check back with my site designer to make sure it’s up to date, and I have to make that clearer on my blog. Two to-dos for me already.

Do we really know?

Are we unknowingly selling our clients or organizations a load of cookie-crap?

And what happens if we are?

And what happens when they find out?

And what… and what… and what?!

Maybe they’re all perfectly innocent. But we should know.

I was so struck by Philip’s thought-provoking writings and the discussion that I chewed up Joe Hackman‘s ear with much of the same shortly after we ended the chat (Joe and I had planned to talk any way, but I bet he didn’t expect this).

As an IT guy-gone-social, he completely got where I was coming from. We didn’t resolve anything, but I expect much more discussion with Joe, Philip and hopefully many others on the topic.

Now, I don’t think all tracking is bad.

But we’ve got to know how it’s being done and whether or not it’s something we’d buy into if the shoe were on the other foot.

If you already know more than I do – and I suspect there are many of you who do – will you share your thoughts and resources below?

More on privacy:

• Privacy subtleties of Gmail, from Brad Templeton (not a brand-new article, but still worth a read)
• Using the Internet safely, from Privacy Rights Clearinghouse

Influence: From BS to Best Practice

I “met” Philip Sheldrake a few weeks ago when he started participating in #measurePR.

Who’s Philip Sheldrake?

According to David Meerman Scott, he’s “the independent expert on [social media analytics] tools.”

You’ll have to scroll down to the comments to see that, but David’s post is an excellent read too, so I think it’s well worth your time.

He is founder and partner of Influence Crowd, LLP, (photo used with Philip’s permission) and “works with organizations to improve their sensitivity to their publics and become more effective and efficient in their proactive and reactive interaction.

“He helps organizations sustain this advantage by identifying appropriate performance measures facilitated by the new marketing technologies, and integrating these into the organization’s business performance management scorecard.

“Philip founded and leads the Influence Scorecard™ initiative, attracting the involvement of US thought leaders such as Katie Paine and Ted Shelton, established the PR industry’s first foray into Web 3.0 with the foundation of the work on the PR Ontology For Feelings About Things.”

Ethics in measurement

One of the discussion points that rears its head frequently during the chat is the efficacy of several of the social media monitoring tools out there.

It usually starts off with someone mentioning or questioning AVE (ad value equivalency) which most of us recoil from like the Energizer bunny on steroids.

That usually leads to someone debating how good (or bad) the latest social media “measurement” tool is.

And, frankly, most of them are ridiculously bad, but they’re couched in pretty graphics and some form of endorsement from social media “gurus,” so they get breathlessly circulated around the Interwebs.

Pretty and easy? Maybe.

But is it ethical

for companies to come up with these tools to make a buck, regardless of whether they’re sound or not?

I don’t think so, and that was one of the points I raised when I talked about measuring social media value the WIIFM way.

I think it was during one such discussion, that Philip sent me the following tweet:

I thought this would be a great topic for the chat, so that’s what we’ll be focusing on tomorrow.

If you can, do go through this excellent presentation from Philip on influence. It won’t take long and it will help set the stage for tomorrow’s discussion.

And I’d also recommend you read his post on browser history and unethical social media metrics.

See you then!

What Roosters, Forks and Bad Measurement Have In Common

Bad measurement, meet rooster (and fork).

Ah, measuring communication success.

It can be like…

Locating a needle in a haystack.

(Wouldn’t you think they’d stop hiding the ruddy needles in the ruddy haystacks by now?)

Smuggling daybreak past a rooster. I wish I’d come up with that one.

Image: keepps, Creative Commons

Catching water with a fork, as Alan Chumley of Carma mused.

You see what they all have in common, don’t you?

It is practically impossible to be successful, that’s what.

So, during last week’s #measurePR chat, we talked about how to get to that point of success, including:

Whether or not there’s more pressure on us to measure our work

Whether we should be focusing on something other than “ROI”

Bemoaned SNOS (shiny new object syndrome)

And even Shel Israel chimed in on how sometimes the obvious targets aren’t really what we should be focusing on

Hmm. I think a #measurePR chat with Shel on the ROI of pants might be in order, don’t you?

I found it neat that the discussion moved from beating up on AVEs (which, don’t get me wrong, I’m always happy to do) to really starting to look at the value that PR (and in my book, that includes social media) can bring to a business.

All in all, we had a grand time, party favors were handed out, wars were won and the rooster lived to crow another day.

And because I’m so devoted to keeping you posted on the ins and outs of our little chat community, I saved the entire transcript of #measurePR – the Alan Chumley edition for you to read, download and salivate over.

WTHashtag’s been doing a fairly decent job of capturing most, if not all the tweets, recently, so I’m going to keep my fingers crossed and hope that becomes a WTTrend.

I hope we’ll see you next week, when Philip Sheldrake will be joining us from across the pond (and if you don’t already, you can follow Philip on Twitter to get ready).

Remember: August 17, 12-1-pm ET.

And thank you, as always, for participating in the conversation.

The Carma of MeasurePR

I’m pretty stoked that Alan Chumley of Carma International will be our guest on #measurePR this coming week.

Alan’s a frequent participant in the chat, contributes great information, and perhaps featuring Carma will result in good karma for all of us.

Heh, I couldn’t resist.

We’ll be chatting on August 3, 12-1 pm ET; just use #measurepr as your hashtag on Twitter to follow/participate.

And if you have questions you’d like Alan to weave his grey cells around, please do email or DM them to me ahead of time (ahead of time really helps).

To get your grey cells in shape, here’s a measurement Q&A with Alan for your reading pleasure. All emphasis, etc., is mine, not his:

What has shaped your philosophy on measurement?

Before starting in the industry, I completed an undergrad degree in urban planning.  (Long story).

Me: clearly we’ll have to wait for Alan to give us that story…

So while the content of that degree is now useless, the rigor and process of planning isn’t. I took a post-grad certificate program in PR and set off to work for big blue chips.

The recovering planner in me became increasingly uncomfortable with the gap between a brilliant communications plan and the flaccid metrics gauging success.

It felt a bit like trying to catch water with a fork.

Image: Segle’s Flickrstream, Creative Commons

So, back to school again.  This time to do a master’s in communication and cultural theory:

where I developed a healthy skepticism for overly simplistic and very dated theories of PR. That a person reached is a person influenced, for example.

And that the audience (if there is such a thing) receive, process, react to, repurpose or even subvert just about everything that comes their way in a far more complex way than practitioners expect.

What is your philosophy on measurement?

I’m a big believer in both the practical and ideal role that research and measurement can and should play in communications and a big rejector of the notion that research and measurement stifles creativity.

Me: thundering applause!

There’s plenty of room for both right and left brain, artist and scientist in our profession. Practitioners that can comfortably and capably use both sides are the ones you want working in your company or on your account.

Alan goes on to describe the “10 pillars to his philosophy on measurement”:

1. Research IS measurement and measurement IS research. Co-enablers and co-dependent. Good pre-campaign formative research puts you in a more measurement-friendly position for the post-campaign evaluative stuff.

2. Communications objectives have got to:

a. exist;

b. be measurable; and

c. be closely linked to overall organization/business objectives.

3. As an industry we’ve got to move well past measuring simple outputs. That goes for all of us, not strictly the measurementerati who preach as such.

4. There is no singular standard for measurement just as there isn’t a singular standard objective for all communications plans.

Launching a new chocolate bar and lobbying for legislation are very different animals.

Singular set of standard best practices and guiding principles, sure. We have those. Have for moons.

The Barcelona Summit drove that forward in a formal, visible and vocal way just recently. Now this industry has got to adopt them.

5. Approaches to measurement have got to be flexible and evolutionary.

6. We need to be looking at the total measurement picture in a way that considers all tactics, all audiences. From plain old media content analysis up to stakeholder relationship measurement and all points in between.

7. Measurement has got to be based on sound research methods.

8. Measurement is a long-term commitment. We need to look at trends over time not strictly snapshots in time.

9. Measurement must be budgeted for.

10. Common barriers and objections (excuses, really) are surmountable.

So… now that you’ve peeked into Alan’s mind, why not hear it from him directly next Tuesday?

If you’d like to, you can RSVP for the Alan Chumley edition of #measurePR right here. If you prefer not to, that’s fine too. Either way, do show up.

MeasurePR: The Thud Heard Around The Interwebs

A thud for chucks and chicklets

This week’s #measurePR chat was a riot.

The day started (for me, in Alaska), with finding that the oh-so-awesome Lee Odden mentioned the chat as one of the top (in his opinion) Twitter chat for marketing and PR chucks and chicklets.

OK, he didn’t say C&C. That’s all me.

I thought it would be more fun than saying “marketing/PR/SM professionals of all shapes, sizes, hues and gastronomic proclivities.”

Though now that I read that last bit back, that seems pretty cool too.

I know. Whatever.

So anyway. Here I am, looking at the gorgeous mountains I can see from my hotel room in Anchorage, catching up with everyone on Twitter, when I notice a spurt of tweets hashtagged #measurePR.

“What just happened?” I says to myself.

“I don’t know. I suppose I’ll have a look.” says Me to I.

“You better make sure they’re not giving away the farm,” says Myself, not to be outdone.

So Me, Myself and I looked at what was going on, and found Lee’s post with 5 tips on Twitter chats plus 8 marketing & PR chats to follow.

Wow! Cool!

And then the pressure started building.

What if today’s chat was a bust?

What if there was a surge of new attendees and they all wanted their money back?

What if everyone forgot the Barcelona Principles were adopted before they’ve even had a chance to go from toddler status to teenage angst?

Fortunately

the day continued uneventfully.

And the chat was great; thanks in no small part to Johna Burke of BurrellesLuce who graciously sat in as the featured guest.

Johna is a powerhouse of a practitioner, who has a knack of framing issues in an easy-to-understand way.

And since I started #measurePR, I’ve been trying to ensure that a range of voices belonging to movers and shakers in the field are heard.

This week’s chat didn’t disappoint. Here are a few nuggets from it:

There were many new participants this week, which I was thrilled about. You can read and download the entire transcript of the MeasurePR chat with Johna, if you like.

Go on, don’t be shy.

And do mark your calendars for our next chat, which will be on August 3, 12-1 pm ET.

All you have to do is log on to Twitter shortly before that time and follow/participate in the conversation using the #measurePR hashtag.

And if you have PR measurement-related questions (“What shoes are you wearing today?” doesn’t count), please send them to me via email or a DM.

See ya.

Now I have to go put Myself in her place.

Image: Brajeshwar Oinam, Creative Commons

North to Alaska

In a couple of days, I’ll be heading to what I’ve always thought of one of the most fascinating places on earth: Alaska.

Image: Travis S.’ Flickrstream, Creative Commons

“Alaska?!” you ask.

“Why?!” you sputter, flavoring your morning coffee with a healthy dose of envy, I imagine.

It all began when I met Mary Barber at the 2009 PRSA International Conference. Mary and I had corresponded on Twitter (is it weird to use that word in conjunction with Twitter? I don’t care.) and made a breakfast date to finally meet IRL.

You know what it’s like when you really like someone online and then you meet them in person and you go, “Oh, no…”

Nothing like that.

Mary’s a wonderful person and seasoned PR professional. Since then, we’ve become good friends, chatting often not just on Twitter, but the phone, email and Skype.

Since I love traveling, I’d mentioned to Mary I’d love to come to Alaska… perhaps even to do a presentation to PRSA Alaska on measurement which, you hopefully know by now, is an area of PR I’m committed to.

Next thing I know, I’m booked to speak to PRSA Alaska.

Being energetic, erstwhile and entrepreneurial, Mary did a Skype interview with me on what I plan to share.

In a nutshell: strategy rules, measurement rocks and … um. Oh well, it’s in the video, if you care to take a gander.

Give me a break. I’m 40. I’m allowed a junior moment now and again.

So I head out on Monday for a week, to let Anchorage and Fairbanks take me by storm, which I’m quite looking forward to.

Being supremely organized, Mary and her cohorts have put together quite an itinerary that includes:

• The World Eskimo Indian Olympics opening ceremony, for which I’m told the Alyeska Pipeline Service Company donated tickets
• An Alaska Goldpanners v. Mat Su Miners baseball game, courtesy Flint Hill Resources
• A trip to Santa Claus House in the North Pole (OMG, I’m so excited!)
• A train ride from Fairbanks to Anchorage on the Alaska Railroad, which takes about 12 hours and is supposed to provide breathtakingly beautiful views, courtesy the Alaska Housing Finance Corporation and the self-same Alaska Railroad
• Salmon. Lots of salmon.
• Hopefully, moose. No, not to eat, to see. Seriously, what are you thinking?!

It’s ok. I’d be envious too, if I were you.

I promise to take as many photographs as I can to share, if I’m not overwhelmed by just how gorgeous everything and everyone is.

I can’t thank Mary and everyone at PRSA Alaska and the companies who pitched in to make this a trip of a lifetime enough for this incredible opportunity to meet new people and see a part of the world most of us never will.

(Yes, I know that sounds a little like “it’s an honor to be nominated.” Whatever.)

And I hope those who attend my session see that strategy trumps all when it comes to PR, that measurement really isn’t that difficult and AVE is evil, and, er… oh well, whatever the video said the third thing is.

Hey, I said I’m 40.

I’d love to come to your neck of the woods, if you think you’ll get something out of it. Will you let me know?

Looking At Social Media Value The WIIFM Way

I came across an interesting post on the value of a Facebook fan today, via Todd van Hoosear and Dave Fleet (h/t to both of you).

Augie Ray, who posited this on Forrester’s blog, said:

It is a question I hear several times a week:  What is the value of a Facebook Fan?  I’ve seen answers ranging from $136.38 to $3.60.  I can’t blame vendors, agencies and consultants for trying to answer the question – the hunger from clients is so great that anyone promising a simple answer is likely to get attention.  The problem is that there is no simple answer to such a complex question. In fact, it may be best if marketers approached this question as if the answer is zero — unless and until the brand does something to create value with Facebook Fans.

Augie goes into great detail, so I urge you to read the entire post. Equally interesting are the comments, ranging from “heck yea” to “hell no.”

As I read through the comments, my thoughts kept coming back to this: how do we define value?

Dictionary.com has 19 – count ‘em – definitions of the word “value” as a noun. These include:

- relative worth, merit, or importance: the value of a college education; the value of a queen in chess.

- monetary or material worth, as in commerce or trade: This piece of land has greatly increased in value.

- the worth of something in terms of the amount of other things for which it can be exchanged or in terms of some medium of exchange.

- equivalent worth or return in money, material, services, etc.: to give value for value received.

There are several more, including definitions for music, sociology, etc. For those of us who work in PR, they’re probably not as relevant as the others (but maybe that’s just me).

If we strip through the different definitions – many of which assess value in transactional terms – it seems to me “value” is basically another word for WIIFM.

For example:

“What’s the value of my IABC membership?”

Translates to: why should I spend $300+ a year to basically pay the salaries of a small staff of an otherwise volunteer-run (i.e. non-paid) organization, if I’m not going to get something out of it? Learnings I can apply in my work? Business leads? Speaking engagements? Greater visibility within a community that matters to me… and how is that going to help me professionally?

“What value do I get from spending two-three hours a day on Twitter?”

Translates to: am I getting cheap thrills out of gaining more followers (let’s admit it, no one wants to LOSE followers)? Am I making new connections that add value (there’s that word again) to my life? Am I finding new business opportunities? Partnership opportunities? Media who’d be interested in my clients? Learning from people I ordinarily wouldn’t come into contact with?

“What’s the value of giving up an entire wall in my office to my husband’s 5′x4′ framed poster of David Bowie in The Man Who Fell To Earth?”

Translates to: was it worth giving up that much potential bookshelf space to make my husband happy? (Answer: yes, and it helps me to look at it periodically through the day to remind myself there’s life outside of work).

Here are some of the answers I got from a quick Twtpoll:

Whichever way you look at it, we get value from something because it does something for us. WIIFM.

As Augie says in his post, we can’t really blame companies for asking that question when they embark on a Facebook fan page or, really, any activities. They’re watching the dollars; the business has to do well, or else they’re history.

And we can’t really blame companies that come up with these “calculators” any more than we can blame spiritualists for producing ectoplasm, as they did in droves at the turn of the century; there’s a demand for an easy fix, and they’re fast to capitalize on it by catering to that demand.

That doesn’t mean it’s ok. Even though I plugged it a couple of days ago, you should read Sean Williams’ post on the theater of the absurd in social media metrics.

This is a graphic I use in my classes at Johns Hopkins (you’re welcome to use it if you like, just attribute it to me, please). It’s a very simplified way of looking at non-profit communications, certainly, but I’ve found it gets the point across:

If we look at social media efforts with the same lens, isn’t that what businesses are trying to do?

Yes, they’ve accepted that they can’t engage in one-way communication any more, but the whole point of adopting social media is to build relationships using these new tools and networks (and that word again connotes relationships) that result in outcomes that are beneficial to their businesses.

Those outcomes are business’ WIIFM. For fans/followers, it’s the value they get from interacting with these businesses. That’s their WIIFM.

So it means diddly-squat if your Facebook fans are worth $3 or $136, unless you’re planning to sell them, and I think that would be pretty dastardly.

If you haven’t engaged enough with them to motivate them into doing something, what’s the point of that “media value”? How is that adding to your bottom line?

If you can provide value to  your fans – answer their WIIFM – they will help you put your money where your mouth is – and that’ll be your WIIFM.

At the end of the day, isn’t that what’s most important?

More fodder on measurement:

• Don Bartholomew provides relief from your social media ROI angst
• An IPR paper on guidelines for measuring the effectiveness of PR programs and activities
• My presentation at PRSA’s 2009 International Conference on practical solutions to measurement conundrums

Image: Sam Agnew, Creative Commons