Measuring PR: Data Is Just Data Without Actionable Intelligence
We had a great discussion at #measurePR last week, when Chuck Hemann (the “oldest 30-year-old” Sean Williams knows) was our featured guest. It’s tough to recap all the nuggets shared, not just by Chuck, but very briefly, we focused on measuring social media.
These were the three questions we (primarily) discussed:
1. How do we use monitoring and analytics tools to inform benchmarks for social media campaigns?
2. Is there a “right” suite of tools to utilize?
3. Is there a new model of measurement/research in PR because of the explosion of social media?
Here are a few of the tweets:
As Chuck pointed out, the “right” suite of tools depends on what you want to measure – everything’s relative. There was quite a bit of discussion around SAS’ new measurement offering, but getting back to the chat at hand:
… and this gem:
“Data is just data without actionable intelligence informed by that data.”
Image: Kaptain Kobold‘s Flickrstream, Creative Commons
That, to me, sums up why smart measurement is so important, and how I hope this Twitterchat helps you.
I was really happy that Roxanne Papagiannopou, Alan Chumley, Richard Bagnall, Kristin Wadge, Kellye Crane, Pritesh Patel and Mary Barber all joined in; they’re not just friends but folks who add great value to pretty much any discussion on PR issues. But it was also great to see some new “faces” there, and I hope that will continue to grow; so do spread the word, won’t you?
Here’s the complete transcript for last week’s chat or, as I like to call it, #MeasurePR: the Chuck Hemann Edition. And if you have questions for next week or an upcoming chat, please let me know – you can tweet me, email me or leave a comment below.
And if you work in PR measurement and think you’d make a good guest, let me know that too (except if you’re going to pitch AVE, ‘cos then, don’t bother)… but seriously. I’d love to have you, just let me know.
Filed under MeasurePR, Measurement, Public Relations, Social Media | Tags: #measurepr, chuck hemann, PR measurement | Comments (2)
Five Ways to Land a Job in Social Media
This is a guest post from Chuck Hemann, someone I’ve enjoyed connecting with in the online world, and whom I very much hope to meet offline soon. Read on for great tips on landing a job using, and in, social media.
Social media jobs are popping up around every corner, and so are the people looking for those jobs. Unfortunately, the economic downturn took a heavy toll on the PR profession. Jobs aren’t as available for the experienced, or entry-level, professional. Because of the dearth of opportunities, many pros have taken to the Web in an effort to network and potentially land a new career.
If you’ve ever connected with me online or offline, you’ll know that I recently accepted a social media associate position with WCG, global media services company focused on the corporate and product marketing and communications needs of leading healthcare companies. I have enjoyed my current role as manager of research and online reputation for Dix & Eaton, but was hoping to land something more social media-focused.
If you currently have a job, or are recently unemployed and looking for something new, or even a recent college graduate who is trying to break into the workforce here are five tips that helped me land my job in social media.
1. Identify your niche
Social media may be new, but that doesn’t mean there aren’t a host of cottage industries within the space. Are you interested in measurement/monitoring? Are you interested in community management? Are you interested in SEO? For me, that space was in monitoring and measurement so I made sure I got to know the folks from Radian6, Katie Paine, Don Bartholomew, Ken Burbary and a host of others you can find through my Twitter lists.
Do not try to be all things to all people. The end result will be you’ve spread yourself too thin, and probably not become noticeable in any one category.
2. Identify the “influencers”
I usually hate the term “influencers” as there’s really no standardized method to determine who’s truly influential, but in this case it makes sense to determine the 10-15 people in your niche that you’d like to read, and interact with. A Google search for any of the topics I’ve mentioned above will certainly help in that process, but don’t be afraid to ask. Use LinkedIn forums or Twitter or your own blog to ask people who they find influential.
3. Take a position
One of the pieces of advice I give to entry-level pros, and even more experienced professionals, is take a position. Nobody likes the guy/gal who waffles (unless you’re Switzerland), so figure out what your position is on the hot topics within your niche and express them.
Is this potentially dangerous? Sure, but prospective employers are looking for the ability to articulate and defend an argument. My first opportunity to do that on a large scale came when Jason Falls allowed me to share the approach to social media listening that I helped cultivate here at D&E on his blog. Search for those same opportunities within your niche.
4. Engage those “influencers”
Social media, regardless of the particular tool, does not come with an engraved invitation.
You either take the time to get to know the folks who are influential or you don’t. I haven’t “met” a person yet who is unwilling to engage people who engage with them. Take the time to get to know the influencers in your space and then engage them where they live.
5. Take it offline
Your online interactions can only take you so far. At some point, you need to meet the influencers in your space in real life. Whether you meet them at a conference, a tweetup, or just strolling through their neck of the woods you’ll no doubt gain more value from the relationship after you’ve met them in person. I’ve had the opportunity to meet many social media folks over the last two years and wouldn’t trade those experiences for the world.
These are just five things that worked for me. If you’re interested in other takes on landing a job, I’d encourage you to check out the posts from Teresa Basich and Lisa Hoffmann, both of whom have recently started new jobs in social media.
If you’ve recently landed a job in social media what worked for you? Do share!
Chuck Hemann, a 2010 Society for New Communications Research Fellow, is currently the manager of research & online reputation for Dix & Eaton, a communications consultancy with specialized expertise in social media strategies and tools. On February 15, Chuck will begin a new role as social media associate for WCG, a global media services company focused on the corporate and product marketing and communications needs of leading healthcare companies.
Image: Laurie Nadeau, Creative Commons
The Accidental Oriental Shrimp Curry
No matter what one’s communication style is, food is the one thing we all connect over (except maybe puppies and kittens, but then you start getting into exotic pet territory and before you know it you need a Bloody Mary).
At any rate, I’ve certainly found my love for cooking has broadened my network considerably, not to mention give me the courage to experiment in the kitchen much as I would in the PR arena.
So I’m adding a new category to my blog in celebration of all things food, the barriers it breaks down and the people who cheer me on (I’m extremely lucky that my husband doesn’t mind being my guinea pig). This accidental recipe is especially for Natalie Tindall, Chuck Hemann and Robin Eads (all of whom asked) as well as Judy Gombita and Betsy Karasik (who, along with Chuck, taught me the difference between red onions and shallots).
From my kitchen to yours: salud.
Shonali’s Accidental Oriental Shrimp Curry (serves 4, or 2 if you’re greedy)
Ingredients
2 tsp oil; 4 shallots, finely sliced; 1 cup finely sliced green onions (scallions); 1 tsp ginger paste; 1 tsp garlic paste; 1 tsp. Thai red curry paste; 2 cups sliced mushrooms; 1 julienned red pepper; 1 cup cut green beans; ½ zucchini, chopped; 1 cup mung bean sprouts; 2 cups shrimp (can use frozen, pre-cooked, just take the tails off when you defrost them); 1 can reduced-fat coconut milk; 2 tbsp. chopped cilantro; 1 ½ tsp lemongrass; 1 tsp salt (or to taste); ¼ tsp cayenne pepper (or to taste).
Recipe
Heat oil in a nonstick pan. Reduce flame to medium, add shallots, fry a couple of minutes until just brown, then add green onions. Add ginger, garlic and Thai red curry pastes. Mix well.
Add mushrooms and cook a few minutes until they start reducing slightly, then add the rest of the veggies. Cook for a few minutes, stirring occasionally; do not overcook.
Add shrimp and mix well. After a couple of minutes, add salt, cayenne pepper and lemongrass, and finally the coconut milk. Stir well until the gravy is the consistency you desire. Finally add chopped cilantro and give it a couple of stirs until it’s well mixed.
Serve over your grain of choice: white or brown rice, or noodles. Equally delicious as a hearty soup.
Notes: Don’t have fresh veggies? Use frozen (they’re almost as nutritious, as I learned when I worked with the American Institute of Cancer Research). Don’t have the specific veggies listed above? Bung in what you have. As to ginger and garlic pastes, if you like Asian cuisine, you can find them at an Indian grocery store (or just grate/crush the fresh stuff at home). Finally, when you’re frying the onions/pastes, if they start sticking to the pan, just throw in a couple spoons water to unstick ‘em and it won’t hurt anyone.
If you try this, will you let me know how it turned out? Especially if you cooked a variation, I’d love to know.
Filed under Cooking, Recipe of the Week
| Tags: aicr, betsy karasik, chuck hemann, Cooking, judy gombita, natalie tindall, recipes, robin eads, shrimp, thai food |
Comments (11)
