Calculating the ROI of Customer Engagement
hbr.org
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Most current definitions of engagement are bimodal – someone is either engaged or they ‘re not...a limited view that hampers our ability to manage engagement in meaningful ways...Community management is the discipline of building technical and social environments in such a way that individuals can easily organize and collaborate to achieve an obje…

Circular logic: do you "do social media because you do social media?"
hbr.org
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An article aimed at companies, so just substitute "government communicators" for "corporate marketers", and "citizens" for "consumers", as you read: "Technology changes fast ... but consumer behavior changes more slowly. As a result, people tend to overhype new technologies and misallocate resources, especially marketers. "posts from top brands …

Semantic Analytics: Track Performance of Structured Data
moz.com
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"Through applying semantic markup to our site, we've embedded an incredibly rich layer of meaningful data in our code.... but don't let the search engines have all the fun; we can use that data, too. By looking at the semantic markup on any given page, we can see what type of "entity" we're looking at ... and its attributes or properties. If we c…

Content marketing in 2014
econsultancy.com
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3 cheers for less warm fuzziness! "In 2014, we need to move away from measuring our content marketing with soft engagement metrics such as ‘retweets’, ‘shares’, ‘linkbacks’ and ‘Likes’, and start having adult conversations about ROI. ... whilst engagement may make your marketing team feel warm and fuzzy inside, it counts for nought if your conte…

04/01/2014
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