Urs E. Gattiker's Page

Companies using social media marketing as part of brand management require staff to do the job right. In theory, engagement requires web relations specialists who constantly monitor the channel, meaning staff spend their time on Twitter or Facebook engaging with clients and helping them find solutions when problems arise.



An increasing number of companies has accepted social media as part of their public relations and communications strategy. These tools can drive sales and help you… Continue

The Deepwater Horizon oil spill in the Gulf of Mexico is a disaster that has lowered Barack Obama's standing with voters and, as importantly, BP's image has landed in the toilet while its shareholders have incurred massive losses.



Such a disastrous situation begs the question: Do social media mentions and consumer or product reviews really make a difference?

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In my blog post Why social networking groups fail, I wrote about four rules a group moderator should follow to facilitate engagement and provide greater benefits to members:

But what about… Continue

The first step is simple: start monitoring numbers that measure something and draw the right conclusions. For instance, when the temperature reaches 35 degrees Celsius, air conditioning helps office productivity, making it a mediating factor for, though not a cause of, your Return on Investment (ROI).



Similar reasoning applies to social media measurement. We have addressed some of these issues previously:…

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