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A Basic Guide to Monitoring vs. Measuring
Wanna impress a potential employer during your job or internship interview? Show them you know the difference between these two marketing terms.
There’s a misnomer that marketers who track the comments on a Facebook page or the mentions of their Twitter profile everyday are measuring the success of their efforts — they’re not. In reality these folks aren’t measuring anything. They’re specializing in something else entirely known as monitoring.
Although they may sit by their computer and count the number of retweets or comments coming into their social networks, they aren’t really finding out if the content they created was successful. Instead, they are tracking the current sentiment of what they are doing online in real-time.
So what exactly is monitoring and why is it different than measurement? And why do so many people confuse one term to mean the same as the other?
Monitoring
Monitoring is essentially listening to how people are currently interacting with you. This can be through realtime site visits to your website, mentions of you in news publications or on blogs, and yes, social media activity. Read the rest of this entry
Are You Tony Hsieh or Henry Ford?
Miles Branman (BUPRSSA VP) and I debate two ways of thinking in the business world. You can read more of Miles’s writing at MilesPerHr.
In the consumer marketplace, there are two schools of thought:
(1) The Tony Hsieh Way
AND
(2) The Henry Ford Way
When you work in marketing communications or decide to start your own company, its important to understand what message you want your brand to convey. But which CEO is it better to emulate: Tony Hsieh or Henry Ford?
Tony Hseih (Zappos) by Maurice Rahmey
Zappos is a great example of giving customers what they want. The CEO of Zappos, Tony Hsieh built his company around outstanding customer service. People wanted online buying to be as enjoyable and interactive an experience as shopping in a store. Hsieh saw the opportunity to craft a truly customer-centric enterprise and capitalized.
Although Zappos is still a relatively young brand, they’ve become one of the most well know companies to give customers what they want. Hsieh believed in creating the ultimate online shopping experience for consumers by ensuring that the customer is always right. This meant never arguing about returns, treating good customers well, and responding to complaints and inquiries lightning fast. Read the rest of this entry
Professor Quigley Named PRSA 2011 Educator of the Year
At a PRSA luncheon in Orlando this past Monday afternoon, our very own Professor Quigley was honored with the 2011 Outstanding Educator of the Year Award. This award honors a PRSA member who has made a significant contribution to the advancement of public relations education through college or university teaching.
Whether you’re an eager-eyed freshman or a now successful alumni, chances are, you’ve seen the passion and dedication Professor Quigley has for his students both inside and outside the classroom.
Here’s what some PRSSA members had to say about Professor Quigley and the 2011 Outstanding Educator of the Year Award:
- Becky Loya: Professor Quigley has been a great sounding board for the past two years I’ve been on E-board for our chapter. If I’m ever unsure about a decision, I know that he’ll always be there ready to help. He’s been with our chapter for 11 years and has been dedicated to helping us each step of the way.
- Maurice Rahmey: Although I still haven’t had the opportunity to take a class with Professor Quigley, I’ve learned so much just from stopping by his office to chat. What I think makes Professor Quigley so great is that he’s understanding and open-minded about what interests students. Even though I’m not a PR major, Prof. Quigley has always been there to help me with any questions I had. He’s an amazing resource to have and BU’s PRSSA chapter is lucky to have him as their advisor.
- Ginny Soskey: Professor Quigley has inspired me more than he knows. He’s one of the few people that I’ve met where their passion is contagious: students who talk to him are somehow suddenly more passionate and engaged than they have ever been about their future. He inspires me to get excited about something and to take chances to engage others in my passion. Instead of preaching about authenticity, he teaches through his example. He is always there for guidance, support and a kind word. I am blessed to have had him as a professor, advisor and mentor. Read the rest of this entry
Today: Maggie Van der Leeuw, Burson-Marsteller
Maggie Van der Leeuw, Manager of Human Resources at Burson-Marsteller, will be speaking at PRSSA this week! Come meet one of the top recruiters at one of the top agencies in the world and learn the ins and outs of applying for internships and jobs at Burson-Marsteller.
Burson-Marsteller is a global public relations and communications firm headquartered in the United States. Burson-Marsteller operates 67 wholly owned offices and 71 affiliate offices in 98 countries across six continents. The company was founded by Harold Burson andWilliam “Bill” Marsteller in 1953, and, by the early 1980s, had become one of the largest public relations companies in the world.
Burson-Marsteller’s clients include:
- Ford Motor Company
- American International Group
- Verizon
Keep It Short and Get to The Point
One of the biggest mistakes most students make (including myself) is writing long-winded messages to others. Our excuse: we have a lot to say or it’s harder to write less. But is that enough to justify our novel-sized emails? In the age of 140-characters, mobile phones, and short attention spans, we have to reconsider the way we write.
Below are three areas I’ve discovered shorter is always better. Read the rest of this entry
