Those of you who are in solo PR practice will identify with Nicole Shore's quandry expressed in a LinkedIn message, but even if you're not solo, the challenge of demonstrating yields from social media content vs. advertising is with us all. So why not join Nicole on LinkedIn's SoloPR Pros stream in exploring this need?
"I'm now in the process of crafting the logic and value behind a qualitative strategy versus just purchasing enough ads that lead to conversion rates," Nicole, who's based in the New York City area, writes. "I can't help but think that quality engagement with good content and even good press yields far greater results from the people that end-up seeking out the brand (whether through social media, their website or direct purchase), than these bought ads? I.E. If a potential customer has a more deeply engaged interaction, through a press story or good online content, their brand impression is more memorable and they also know more about the brand, making them more likely to take a direction action."
If you share these sentiments, give Nicole, and yourself, a hand via LinkedIn.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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