{"id":14381,"date":"2009-05-29T14:08:00","date_gmt":"2009-05-29T13:08:00","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=14381"},"modified":"2009-05-29T10:09:22","modified_gmt":"2009-05-29T09:09:22","slug":"turbo-charged-pr-management-meets-social-media-roi","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/turbo-charged-pr-management-meets-social-media-roi\/","title":{"rendered":"Turbo-charged PR Management Meets Social Media ROI"},"content":{"rendered":"


<\/p>\n

\"vocus\"<\/a><\/div>\n

In a word:\u00a0 Vocus<\/a>.\u00a0 I recently took a one-hour tour of this magical kingdom, and left feeling that I could never again be satisfied with ordinary life.\u00a0 While you’re in the Vocus world, it really seems as if you have the entire media establishment of America (and the UK) at your beck and call.\u00a0 Just waiting to hear from you!<\/p>\n

Okay, so that part is a fantasy.\u00a0 But what you do<\/em> have with Vocus is access to a very powerful database of media outlets and contacts, combined with an exceptional toolset (for contact management, distribution, etc.), and accessed through a user-friendly, virtually seamless interface.\u00a0 It’s on-demand online, so no infrastructure or upkeep is required.<\/p>\n

All this comes at a price, of course, but not actually an outrageous price.\u00a0 And it has the potential to pay for itself.\u00a0 First, the built-in reports and analytical tools could be a big help in terms of tracking and justifying the PR budget-including social media investment.\u00a0 And second, the time savings, plus improved targeting, could definitely improve PR ROI.<\/p>\n

On top of that, Vocus provides comprehensive capabilities for monitoring what’s being said about your company.\u00a0 The need to see media trends and manage PR issues in nearly real time has by now become more than obvious.<\/p>\n

But before I begin to sound like an advertisement, I should say there are other products that do each of these things, and there may be one or more that does them all–I didn’t research the whole space.\u00a0 And your company may already be doing a great job of coordinating these factors in-house.\u00a0 The point is not how it’s getting done, but whether <\/em>it’s getting done.\u00a0 And my Vocus tour was a strong reminder that every company needs to have a strategic plan for creating PR and a tactical plan for measuring the result.<\/p>\n

If it sounds like this line of thought applies to something that happens in other departments (or on another planet), consider that a warning signal.\u00a0 Treating PR and HR as separate worlds is one of the root causes for weak employer branding.\u00a0 As an exercise on this point, look at two questions:<\/p>\n

1.\u00a0\u00a0 “What are consumers thinking and saying about our company’s product\/service?”<\/p>\n

2.\u00a0\u00a0 “What are high-value candidates thinking and saying about our company as a place to work?”<\/p>\n

Not the same!\u00a0 Of course there’s some overlap, but measuring 1 doesn’t tell you anything about 2.\u00a0 And if there is a problem in the area of 2, it won’t be solved by fixes applied to 1.\u00a0 Et cetera.<\/p>\n

There’s plenty of advice out there on building the employer brand.\u00a0 (Browse this interesting white paper <\/a>on the topic from the Human Capital Institute.)\u00a0 But let’s say your company has<\/em> developed a good employer brand.\u00a0 How do you promote the brand effectively?\u00a0 Not so much advice available on this topic.<\/p>\n

Presenting effectively on the corporate website is a key component, needless to say.\u00a0 There’s a lot more to it, though.\u00a0 So I rummaged around a bit, and the best thing I found was an old article <\/a> (1998!) from the always-ahead-of-the-curve Dr. John Sullivan.\u00a0 Seems like it could have been written tomorrow . . .<\/p>\n


<\/p>\n","protected":false},"excerpt":{"rendered":"

In a word:\u00a0 Vocus.\u00a0 I recently took a one-hour tour of this magical kingdom, and left feeling that I could never again be satisfied with ordinary life.\u00a0 While you’re in the Vocus world, it really seems as if you have the entire media establishment of America (and the UK) at your beck and call.\u00a0 Just […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[126,1285,3101],"class_list":{"0":"post-14381","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-careers","8":"tag-pr","9":"tag-recruiting","10":"tag-vocus","11":"entry"},"yoast_head":"\nTurbo-charged PR Management Meets Social Media ROI - 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