Overview: Communications Tactics

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…

we need to lock on our analytics to the people who willfully return to our work... There’s no one single metric that tells you how loyal... your audience is.... The Center for Cooperative Media ... audience explorer dashboard... plugs into Google Analytics... splits audiences into “Brand Lovers,” “Prospective Loyalists” and “Casual,”... free and e…

On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better... first consider the goal of the campaign.... Determining performance on marketing-based goals can be a bit complicated to pin down... If site perusal is your goal, short video is best... Why produce a long video when you…

Every time you open your phone or your computer, your brain is walking onto a battleground... Your captive attention is worth billions ... This has actually changed how you see the world... walls of code have turned you into a predictable asset — a user that can be mined for attention... by focusing on one over-simplified metric, one that suppor…

someone that saw a Facebook native video had a higher likelihood of clicking on a link post in the near future ... we look at top performing articles and then see if we can turn them into short form videos for Facebook... we strive to be original storytellers... We understand what the mission is. It’s not just to get views... it’s always to be tel…

Major enterprise stories — stories that take deep dives and attempt to inform readers in substantive ways or to elicit impact... require considerable resources... the potential audience is limited... how can journalists get readers to complete these long pieces?use multiple elements and platforms to tell the story... the parts that pull your reade…

The Guardian joins the Financial Times and the Economist in billing ads by time.... have found, unsurprisingly, that ads perform better when people spend more engaged time with them.... click-through rate as an industry benchmark for performance;. However a metric of 0.0 something percent should not be seen as a succes

some advice on how to best approach analytics in the newsroom, helping journalists improve the quality of their content, and a build larger, more engaged readership. Here are five key takeaways

everything one needs to know about ... the Google Analytics add-on for Google Sheets.... value-add to a reporting workflow is that it’s extremely flexible, reliable, and a real time-saver... allows you to: Pull any data that you’d be able to access in the Analytics API (i.e analytics.google.com) directly into a spreadsheet...

News organisations are increasingly embracing the use of analytics and metrics as part of editorial decision making, but what constitutes a sophisticated analytics strategy?... A new report by the Reuters Institute for the Study of Journalism looks at which organisations are building a competitive advantage over less advanced competitors through a…

Ultimately, what publishers and advertisers care about most, however, is how much quality time a person spends with a story. To judge that, publishers are developing newer metrics like “time spent” reading, “scroll depth,” “engagement,” “recirculation,” “shares,” and “percentage of article completed.”

Below are some basic marketing test ideas across all nineteen traction channels. These tests are designed for businesses trying to get to product/market fit, either preparing for a successful launch or post-launch, but may be useful for any business... middle ring tests and should cost less than a thousand dollars and take less than one month o…

I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet over the last six months... [who] have hired journalists, producers, broadcasters, and editors to refine and tell their story on a consistent basis... but not one ... focused on subscriber growth... While larger enterprises are fighting silo battle…

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 …

"There is a danger in asking the wrong question ... you’ll probably get the right answer for the question you’re asking, but it’s not going to be the right answer for the question you really needed to ask. " - A Beginner's Guide to Social Media Analytics | Amy Vernon | Ochen

"reach is an easy-to-see vanity metric and not what you should be focusing on.... Facebook Insights provides some handy numbers, but the most useful ones are somewhat hidden." - 6 tips on Facebook analytics and going beyond...

"One byproduct of all the recent articles about the growth of email newsletter that aim to “cut through the daily clutter” is an amazing amount of clutter about email newsletters. Here’s what you need to know today." Actually it's really just a bunch of stats, but this can be helpful when setting targets. - Email Newsletter Success Metrics: What…

"AB Tasty, the French A/B testing specialist, has published this guide for the benefit of those who are implementing A/B testing and would like to know how to conduct truly effective tests."

Sonar Solo allows you to search any topic to find trends and influencers about any subject, in real time. Sonar Solo visualizes what’s on people's minds right now, by combining data mining, trend intelligence and advanced sentiment analysis on the world's social media chatter.

A beautiful, HTML5 exploration of the HEART methodology: Happiness, Engagement, Adoption, Retention, Task Success. " different members of your team have different ideas about the goals of your project. This process provides an opportunity to build consensus about where you're headed." - How to Choose the Right UX Metrics for Your Product

Great advice for web data analysis everywhere: "We don’t live in a perfect world. Vague requests are going to get floated. ... that doesn’t mean we shouldn’t recognize and strive to minimize how often that happens. Here’s how: - Condition yourself to go to full alert whenever the word “interesting” is used ... - probe for clarification as much …

"This is the first course in Google's newly launched Analytics Academy -- which will feature a variety of self-paced video lessons. The course includes 22 video lessons, each 3-10 minutes long, and provides learning activities. Google estimates this course will take a total of 4-6 hours to complete. The first three units of this course cover indu…

"That’s why today we’re excited to announce Analytics Academy -- a new hub for you and your colleagues to participate in free, online, community-based video courses about digital analytics and Google Analytics. With Analytics Academy, we aim to provide you with a guided learning experience to become an analytics expert in no time. Our first cours…