Guest Post by Robert Rosenthal
I like studying results-based information from social media experts. Much of it is fascinating and useful.
But I’ve noticed a tendency among some to repeat behavior I saw early in my career in paid media: act as if tracking to the bottom line – especially where social media measurement is concerned – is pointless or impossible.
In fact, at one time, many marketers (and creatives in particular) claimed that treating marketing as a science would kill the art.
Generations of craftsmen were taught that the biggest benefits of great campaigns couldn’t be measured.
Seeing as how Katie Paine helped us kick off the 2013 #measurePR season…
… and seeing as how she and Beth Kanter recently co-authored a book – Measuring the Networked Nonprofit – on how nonprofits can use data to change the world…
… I thought it only fitting that Beth help us continue the conversation – if she were free.
Despite a hectic travel schedule, and recovering from the ‘flu, she graciously agreed to visit with #measurePR. And so began one of the most fun chats I’ve ever moderated (and I’ve moderated a LOT!).
What is interesting about Katie and Beth is that they are classic examples of two leaders who are each stellar in their fields.
If you’ve been around since the first #measurePR, you’ll remember that Katie Paine – who has probably had the single-largest influence on my thinking when it comes to PR measurement – was the chat’s first guest.
So it was only fitting that as we started the 2013 chat series, she was the first guest of the year.
What a fun chat it was! Katie always brings the sass in addition to the smarts, so it was a ton of fun. We talked about ups and downs of 2012, what to look forward to in 2013, and about the new book that Katie has co-authored with another of my faves, Beth Kanter, Measuring the Networked Nonprofit (here’s my review of the book).
Here are a few soundbites: Continue reading »