By: Special K – ETMG Writer/Editor

What is the ROI of social media?

Marketers want to know what they can expect from their social media efforts, and results ought to be measurable. Image: iStockphoto

This question is notoriously difficult to answer because ROI is designed to measure specific returns on specific investments, while social media consists of variable channels, platforms, and activities that require different kinds of investments and produce a broad range of results.

A recent report published by the Altimeter Group provides some insight into the ways that leading market influencers and solution vendors are both identifying and measuring business value in social media.*

The report, A Framework for Social Analytics, identified six different cases where leading companies are using metrics to evaluate the impact of social media in their businesses:

Brand Health. Monitoring brand health is the most common use of social data. The insights gained can improve market research, help prevent or ameliorate a crisis, and uncover competitive threats and opportunities. To measure brand health, companies focus conversations that take place about them (and their competitors), what words people use, how sentiments change over time, number of fans or mentions, and the highest number of shared, liked or retweeted information or brand mentions.

Marketing Optimization. Marketers can use social media to determine how their products and services perform in the real world and drive decision-making for future campaigns. For example, American Express along with YouTube and VEVO used an online concert to discover viewers’ brand awareness of American Express and how likely they were to make purchases. One can measure a campaign based on revenue, conversions, or leads per dollar spent compared to traditional marketing programs.

Revenue Generation. Although social media is not the most efficient way to generate revenue, it‘s a strong influencer. The most useful metrics here include leads by channel, conversions by channel, search engine placement that drives traffic, and measurements of a customer’s lifetime value such as average transaction size or transaction frequency. Most of these metrics can only be tracked with a web analytics platform such as those offered by Adobe, Coremetrics/IBM, and Webtrends.

Operational Efficiency. Social media can help organizations contain costs. Best Buy, for example, used online videos to explain its ordering process to Spanish-speaking customers in Latin  America. The result – they cut calls to the Spanish-speaking toll free number in half.

Customer Experience. Companies can measure customer service levels by tracking the number of service issues addressed in social media. DIRECTTV uses social media as an “early warning system.” When a broadcast problem arises, people talk about it online — and the company uses social media to keep customers informed while moving to correct the issue.

Innovation. Companies like Starbucks have pioneered the method of crowdsourcing innovative ideas. While most companies do not have the resources to build customized innovation platforms, what people say in social media, such as phrases like “I love” or “I hate”, can help companies innovate. To measure idea resonance, companies can track the volume and sharing of ideas and the acceleration and reach of idea topics over time.

*The Altimeter Group report, A Framework for Social Analytics, is published under a Creative Commons License and is available on SlideShare at http://www.slideshare.net/opinionwatch/a-framework-for-social-analytics-by-altimeter-group.  In addition to discussing the ways that companies are identifying and measuring value, the report also discusses measurement challenges and organizational considerations. It also includes guidelines for choosing social media monitoring and analytics tools.

Further Reading:

How Corporations Should Prioritize Social Business Budgets
by Jeremiah Owyang

http://www.slideshare.net/jeremiah_owyang/how-corporations-should-prioritize-social-business-budgets

By Kathy Wilson – ETMG Writer/Editor

Marketing writers will do well to simplify their copy and break up complex ideas into shorter sentences. Image: iStockphoto

Wake-up call to marketing writers—don’t try to pack too much into each and every sentence. Don’t wear your readers out with run-on sentences and em dash asides. Your message is what’s important, so do everything you can to get your key points across in a way that busy, multitasking people can read and retain.

Simpler is almost always better, but that doesn’t mean “dumbed down”.

Many writers seem to have forgotten the power of the period.

Some writers try to say it all in sentences that run on and on, leading with a main point, and then adding an aside or two separated by em dashes, and even more words describing the benefit of the feature, service, or technology being discussed. In most of these instances, a simple period (or more) would make all the difference in terms of comprehension and readability.

Here are a few recent examples:

“Enterprise users today are mobile and demand simple, secure connections so that they may be effective and productive for their employers with access to networked or cloud-based applications 24/7/365 from anywhere in the world via smartphones, tablets, or similar mobile devices, or via their Wi-Fi or third- or fourth-generation (3G/4G)-enabled laptops, whether personal or company issues.” (Say what???)

Wouldn’t this work a lot better?

“Enterprise users today are mobile and demand simple, secure connectivity. In order to be effective and productive for their employers, they need access to networked or cloud-based applications 24/7/365 from anywhere in the world. And they need to be able to connect via their smartphones, tablets, or Wi-Fi and third- or fourth-generation (3G/4G)-enabled laptops, whether these are personal or company issued.”

Just the simple act of breaking this into shorter sentences has made it much easier to read and digest.

And then there is the overused em dash, too often used to mask the fact that multiple thoughts are being crammed into a single sentence:

“While these issues are important—and must be addressed by today’s enterprise, the need for businesses to retain product choice and flexibility today and in the future—while leveraging existing investments to limit costs, decrease operating expenditures, and increase usability in the face of technology changes and an expanding user base—remains critical.”

Here’s the rewritten/simplified version:

“While these issues are important and enterprises need to address them, retaining product choice and flexibility is just as critical. Today’s growing business needs to be able to leverage its existing investments to limit costs, decrease operating expenditures, and increase usability—while at the same time transitioning to newer technologies and an expanding user base.”

A good rule to follow is this: Don’t try to say too much in a single sentence ―or paragraph.

Readers will be better able to relate to your material if you keep things simple, which is especially important the more complex or technical your content happens to be. Shorter, simpler sentences will help you reach the widest possible audience with the greatest level of success.

For further reading:

Clear Writing: Ten Principles of Clear Statement, “Trim the fat from your writing. Fuzzy words, along with unnecessary ones, make your writing difficult to read and understand.” http://extension.missouri.edu/p/CM201

The Key to Shorter Communication: Shorter Memos. CIO Magazine. “When it comes to business writing, shorter is better.” http://www.cio.com/article/176650/The_Key_to_Better_Communication_Shorter_Memos

Tips, Tricks, and Rewards of Writing Short by Maura Casey. “When writing, shorter is better.” http://www.poynter.org/uncategorized/92355/tricks-tips-rewards-of-writing-short/

Writing Online: Best Practices, Keep it Short! http://groundwire.org/resources/articles/writing-online-best-practices

By Warren Lutz – Contributing Writer

No matter how small the project, if the basic details aren’t ironed out from the get-go, anything can happen. Image: iStockphoto

Most of us have experienced it at some point. The marketing project might have been a small one – say, a two-sided brochure for a new product. But before you knew it, two weeks went by and all you had to show was somebody’s three-page spreadsheet of possible stock photography – consisting entirely of monkeys.

Your budget? Kaplooey.

So how do you keep cost overruns at bay and your marketing budget intact? Here’s a few defenses:

Have a plan. No matter how small the project, if the basic details aren’t ironed out from the get-go, anything can happen.

Says Jennifer Barrier, ETMG Project Manager: “To get a clean handoff, it’s important to identify the following things to your vendor: Who is the audience?  What is the messaging? And most important, what is the ultimate goal? Whether the goal is ”X’ amount of leads or achieving a certain ROI, this information is key.”

When goals and details are misunderstood –or just plain missing– you could be looking at early project death. You prevent this by setting aside time to plan.

Give your vendor accurate, complete details. Projects will incur extra costs if your vendor is given outdated source material or is told, “I want it to look like X” one hour before a key deliverable is due. Oops.

The better option is to provide everything the vendor needs to use as soon as possible after kickoff.

Establish reasonable timelines. It’s one thing to let your vendor know that your campaign needs to launch on such-and-such date. But making it happen depends on setting realistic deadlines, getting everyone’s buy-in, and then establishing benchmarks for measuring progress.

A quality marketing partner can help create detailed project schedules, no matter a project’s size. A side benefit of this process is that it often reveals steps that weren’t obvious during the conception phase.

When in doubt, communicate. A good project manager keeps clients abreast of project costs, but they aren’t mind readers. If you’re unsure of your project’s status, or if you’re not sure how long a particular deliverable will take, that’s the time to reach out.

“It’s up to the project manager at your agency to stay on top of the project budget,” Barrier says. “If you’re unclear, ask your manager: How much time will this take?”

Most importantly, if your budget is fixed or limited, say so. A trusted, experienced vendor can usually detail more cost-effective options.

Of course, no one wants to be so preoccupied with cost that creativity suffers. But when a project is completed on time and on budget –in addition to being effective– life is pretty sweet. Sales go up, you look good… everybody wins.

And yet, such outcomes don’t happen by accident. Preventing cost overruns from taking place – or at least keeping them to a minimum – takes extra work. But it’s usually worth it.

References:

Jennifer Barrier, ETMG Project Manager

CIO magazine: Project Management: 4 Ways to Manage Your Budget

http://www.cio.com/article/684978/Project_Management_4_Ways_to_Manage_Your_Budget

SAS Institute: Seven Marketing Operations Best Practices

http://www.sas.com/knowledge-exchange/customer-intelligence/featured/secondary-feature/seven-marketing-operations-best-practices/index.html

Guy Kawasaki's new book is gaining traction and getting attention.

In addition to the array of technical advice on navigating Google+, savvy marketers will be intrigued by Kawasaki’s insights on Google’s Social Search and the social media landscape.

Kawasaki calls Google’s recently launched Social Search feature ―through which Google search results now include information from your Google+ connections― a paradigm shift because who you know (on Google+) can now influence what you know (via Google Search). This is great news for marketers, he says. “Post stuff about a topic, and you’ll probably be included when your friends search for the topic,” he says.

In the image below, you can see my results for doing a search on the topic of “social search.” The first line of results shows that there are 120 different posts on this topic by my Google+ connections.

With Google's new Social Search feature, the first line of results shows relevant posts by Google+ connections.

Google+ and the Social Media Landscape

Kawasaki claims Google+ is superior to Facebook and Twitter, even though it hasn’t caught on as fast. “Google+ is to Facebook and Twitter what Macintosh is to Windows,” he writes. “Better, but fewer people use it, and the pundits prophesy that it will fail.”

Kawasaki, however, predicts that Google+ “will not only tip, but it will exceed Facebook and Twitter.”

His reasoning:

- Google+ has more sophisticated features
- Google has a good track record
- Google is dead serious about this business
- Google has infinite money and talent
- Google owns “the river” (i.e. it is the dominant web search tool)
- Google owns the playing field (i.e. Gmail, Chrome, phones and tablets)

Most importantly, “Google brings indomitable power to Google+ ―roughly equal, I’d say to Apple having Steve Jobs as a CEO,” Kawasaki writes. Google+, he adds, is also the best place to pursue your passions with people you don’t already know. “Ask yourself if you want to enhance and expand the number of people who share your passions,” he writes. “If the answer is no, stick with Twitter and Facebook until Google+ reaches critical mass.”

When I picked up Kawasaki’s book, I already agreed that Google+ ―which recently hit 100 million users― was a superior product (see earlier blog post, A Few of My Favorite Things About Google+). Yet I had let my own account languish as I waited for Google+ to reach critical mass (see previous post, Google+ Here and Now).

Since reading Kawasaki’s book, I have revisited my account, and using some of Kawasaki’s strategies and tactics, I have revamped my idea of what Google+ might best be suited for, and I retooled my circles to find more people who share my passions. Some of my more obscure interests have much smaller circles, but I’ve built up an excellent circle of people interested in high tech MarCom. Overall, Kawasaki’s book earns a spot on this marketer’s shelf.

Further Reading:

What the Plus! Google+ for the Rest of Us
http://www.guykawasaki.com/what-the-plus/

Google+ crosses 100 million active users in March 2012 according to Larry Page
http://google-plus.com/5746/google-crosses-100-million-active-users-in-march-2012-according-to-larry-page/

A Few More of My Favorite Things About Google+
http://www.wedomarketing.com/blog/a-few-more-of-my-favorite-things-about-google

Google + Here and Now
http://www.wedomarketing.com/blog/google-here-and-now

By David Wright – Contributing Writer

Driving traffic to your website requires a steady stream of new content. Unfortunately, many businesses have trouble creating new content and, as a result, struggle to attract potential customers. While you can’t get away from writing good copy altogether, there are a few easier alternatives that will help drive traffic to your site while you develop a strategy for creating well-written copy.

Creating fresh copy content is harder than it looks.

Getting subject matter experts in your organization to write blog entries can be a challenge. Image: iStockphoto

Writing –and getting people within your organization to write– isn’t easy. Some folks can get pretty uncomfortable writing an article that the whole world will see. Another obstacle: the feeling like there isn’t really any news to talk about. This is almost certainly not the case, but often makes the list of reasons why another day has passed and you still don’t have new content to share.

Fortunately, copy content is not the only way to drive traffic to your site.

I worked with a small company that struggled to publish a newsletter and blog posts. Their website is pretty nice – good images and copy and built with an open-source blog platform that eliminates technical hurdles to posting content. Unfortunately, their site was only attracting 250 unique monthly visitors. They needed more traffic, but had the same challenge– getting their people to write content.

Three simple things quadrupled traffic to more than 1,000 unique visitors for about two months:

1. Post more images.

You may not be a writer but you can take a picture. Once you have some interesting photos, make them searchable by adding metadata. This is not as hard as it sounds, especially if you are on a blog platform like Drupal or WordPress. Simply:

• Save the file with a descriptive file name, like “mainbeachsantacruz.jpg.” Avoid “beach.jpg.” or non-descriptive names.
• Add an alt tag to the image. In most content management systems (CMS) you are prompted for extra information when you upload the photo. Don’t leave these fields blank! The CMS will create an alt tag that looks like this:

<img src=”mainbeachsantacruz.jpg” alt=”Sunset at Main Beach, Santa Cruz, California, 95060”>. .

• Write a descriptive caption. The CMS will offer you a blank field for this.

2. Use video.

If you have an iPhone, or any smart phone, then you can easily capture images or video content anytime and anywhere. Image: iStockphoto

Using a video camera and iMovie or Windows Movie Maker you can produce decent-quality video content. Edit your video into short segments (five minutes or less) and create a YouTube Channel. As you upload the videos to YouTube you will be offered several fields for descriptive information (metadata), as well as a field for a link to your website. Here are simple instructions for the best video quality. You will be pleasantly surprised by the traffic on your channel and the resulting traffic that links back to your website. Your search engine results should improve as well.

3. Share content.

I recently attended a seminar that provided several great content-rich PowerPoint presentations. I asked the presenter if I could share them on our website. He said yes! Of course I gave full credit for the information, but with just a few lines of introductory copy I was able to share the hosted content via Facebook, LinkedIn, and Twitter. Keep your eyes peeled for good relevant content –this is a nice short-cut.

These non-text techniques will help increase traffic to your site. However, you should not give up on creating written content. Yes, a picture or video says a thousand words, but clear, compelling, persuasive language about the way you do business will always be essential. In the meantime, keep posts coming with images, video, and shared content, and don’t hesitate to ask for help.

For more information:

Getting started on YouTube –

http://www.youtube.com/t/about_youtube

Instructions for Best Quality Video –

http://support.google.com/youtube/bin/static.py?hl=en&page=guide.cs&guide=1728585&topic=1728569

How to Write a Good Blog Entry –

http://www.wedomarketing.com/blog/how-to-write-a-good-blog-entry

When to Hire a Copy Editor –

http://www.wedomarketing.com/blog/when-to-hire-a-copy-editor

By Special K – ETMG Writer/Editor

Since being acquired by cloud technology leader VMware* last year, SlideRocket has become a leader of its own in the online presentation space. A big reason is that SlideRocket enables you to quickly create dynamic presentations that improve sales and marketing communications while leveraging the vast resources made available by Web 2.0.

SlideRocket uses Amazon’s S3 Internet Storage to secure and store presentations and related digital assets. Because the platform leverages web-based cloud storage, teams can easily collaborate, manage, and gather intelligent analytics on their presentations from anywhere at anytime. Mobile users can access SlideRocket, too – especially important considering roughly one in every ten presentations is currently viewed on a mobile phone.[1]

With SlideRocket, you can create a presentation from scratch or import a presentation from applications like Microsoft PowerPoint or Apple Keynote. SlideRocket includes excellent presentation creation and collaboration tools, such as:

-   Simple tools for adding high-quality images, video, and sound to your presentation

-   An impressive library of images and videos including access to Flickr and YouTube

-   The ability to directly purchase stock photography via the Marketplace tab

-  Real-time social engagement tools such as polls and Twitter feeds, which can be inserted into a presentation

-  The ability to collaborate and gather feedback on presentations using shared folders and customized permissions

-  Custom URLs to provide customers with easy access to your content

What is the difference between SlideRocket and PowerPoint?

SlideRocket was designed to do everything PowerPoint does and to take advantage of Web 2.0 resources along with the interoperability of the cloud.

What kinds of marketing tools does SlideRocket offer?

SlideRocket’s more advanced features include analytics that allow you to analyze the effectiveness of each slide in order to refine and improve results. SlideRocket not only tracks views, clicks, tweets and Facebook “likes,” but it also tracks the amount of time a user spends on each slide and collects user comments. You can also create an instant meeting to walk viewers through live presentations. And just recently, SlideRocket released the “Promote My Presentation” feature, which greatly improves your ability to have your presentation listed in search results from Google and Bing.

Sample of SlideRocket's analytics. Image: SlideRocket

What kinds of files can I import into SlideRocket?

Currently, the media file types supported in SlideRocket include  .jpg, .jpeg, .png, .gif, .swf, .flv, .mpg, .mov, .ppt, and .pps.

There are ample media and image file types supported by SlideRocket. Image: SlideRocket

Which browsers and devices are compatible with SlideRocket?

SlideRocket supports HTML5 playback for iOS devices, and it will run in any browser on any platform that supports Adobe’s Flash Player 10 plugin. It also comes with an offline player so that you can synchronize your online presentations and make a presentation while offline.

What’s the cost?

SlideRocket Lite provides basic tools to casual users for free. The “Pro” rate of $24 per month provides online, mobile, and offline access along with access to analytics. Enterprise pricing with more advanced tools is also available. For more information on pricing, go to http://www.sliderocket.com/signup/

Can I test drive SlideRocket?

VMware offers a free 14-day trial here http://www.sliderocket.com/signup/. I tried it out, and really liked the design, ease-of-use, and functionality.

* Full disclosure: VMware is an ETMG client.

References:

1. http://www.sliderocket.com/about/pr_2011-04-19.html

2. http://www.sliderocket.com/about/press.html

By Warren Lutz – Contributing Writer

Wal-Mart and other retailers are going green with "biodegradable" packaging made from corn. Image: iStockphoto

If you think sustainable packaging is all about stuff that has been recycled, you’re only halfway there. Yes, recycled packaging material continues to grow in use, but recent innovations have created entirely new alternatives, many of which are biodegradable and/or compostable. Could any of these materials work for your packaging project?

“Corn plastic”

Several companies have taken corn kernels and created a biodegradable plastic out of polylactic acid (PLA), an industrial resin.Newman’s Own, Wild Oats and even WalMart currently use PLA packaging. While there are some questions about its true environmental benefits, PLA seems to be an improvement over plastic since it takes less energy and generates less pollution to produce, and it comes from a renewable source.

Bamboo is one of the fastest-growing plants on Earth making it an excellent alternative to paper and plastic. Image: iStockphoto

Bamboo

Dell, Inc. now ships a majority of its products using this material, which grows near its manufacturing facilities. It grows quickly, too, which makes bamboo packaging more economical and less messy to produce than the heavy clamshell packaging typically used for computer products. Dell claims the bamboo it uses is certified by the Forest Stewardship Council, which promotes tree harvesting that has minimal effect on surrounding ecosystems. Bamboo can also take a pounding, which makes it perfect for protecting that brand new laptop.

Plant fibers

Santa Barbara, Calif.-based Be Green Packaging has created a plastic substitute from renewable plant-based fibrous material that is currently being used for products sold by Proctor & Gamble, Whole Foods and 7-Eleven. Since switching to Be Green Packaging’s products, packaging for P&G’s Gillette Fusion ProGlide razors uses 57% less plastic and weighs 20% less than before, according to the company.

Wood fiber

We all know wood pulp is used to create paper and can be recycled into other paper products. But UK-based Innovia Films takes wood pulp and creates a cellulose-based film that is similar to plastic. The company’s product, NatureFlex, is being used to wrap chocolates, coffee, tea, snacks and other products. Unlike wood, NatureFlex is glossy and transparent – but similar to wood, it’s non-static and eventually breaks down in your compost heap.

More and more marketers are using packaging products made from mushroom fibers to cushion products ranging from Dell Inc. servers to furniture for Crate and Barrel. Image: iStockphoto

Mushroom packaging

Mycelium – the part of mushrooms and other fungi comprising thread-like roots – is being combined with seed husks for use as an alternative to polystyrene/Styrofoam packaging. Both Dell and Crate and Barrel use mycelium-based packaging “blocks” made by Ecovative Design to protect products during shipping. The material is biodegradable and compostable, according to its manufacturer.

Of course, there are many more ways for a company to reduce its carbon footprint through smarter packaging. Removing extraneous packaging such as paper inserts, using recycled materials, or shipping products in reusable containers or bags – these are all great ideas, too.

Is what you’re using now for product packaging more environmentally sound than these methods? Let us know!

References:

Smithsonian Magazine: Corn plastic to the rescue

http://www.smithsonianmag.com/science-nature/plastic.html

Dell: Greener Products and Packaging

http://content.dell.com/us/en/corp/d/corp-comm/bamboo-packaging.aspx

Wall Street Journal: NY Company Growing Mushrooms as Packing Material

http://online.wsj.com/article/AP1f86570dd127467783066100e6b0f13a.html

Be Green Packaging: Press Release

http://begreenpackaging.wordpress.com/2011/06/13/be-green-packaging-and-proctor-gamble-receive-diamond-award-at-23rd-annual-dupont-awards-for-packaging-innovation/

Packaging Europe: Compostable packaging film provides fairytale ending for premium sweets

http://www.packagingeurope.com/NewsDetails.aspx?nNewsId=45773

For more on green marketing practices, see also:

10 Tips For Eco-Friendly Trade Shows and Events

http://www.wedomarketing.com/blog/10-tips-for-eco-friendly-trade-shows-and-events

By Warren Lutz – Contributing Writer

This past fall, Occupy Wall Street and sibling events around the country captured our attention in a way that no other social or political movement has ever done. From a marketing perspective, there are many lessons to draw from this phenomenon, regardless of one’s political leanings or whether or not the movement can be deemed a success.

Here are several quick takeaways for marketers:

The 99% sign serves as both branding and messaging for the cause. Image: iStockphoto

Frustration is fuel.

“Anger can be power,” sang Joe Strummer, late front man of The Clash. He was right. While falling short on practical solutions, the Occupy Wall Street movement tapped into and validated the deep frustrations many everyday Americans have about their financial security, the economy, and the U.S. political system. Going negative in marketing can be a risk. However, as Occupy organizers have shown, addressing your audience’s greatest sources of pain will at least get their attention (while ridding them of anguish will make you their hero).

Know your audience.

As the Occupy Wall Street movement grew, the terms “Occupy” and “99%” sprang up everywhere online, as organizers leveraged Facebook, YouTube, Tumblr and Twitter to coordinate protests and relay relevant articles and data that supported their cause. This was not accidental. Organizers understood their most fervent support would come from young, college educated Americans who already spent significant time using social media. The point: know whom you are trying to reach and where to find them.

Keep your message simple.

Keep your marketing messaging simple. Image:iStockphoto

Occupy Wall Street began with a very basic concept: “We are the 99%.” Although this message has since lost some of its focus, it was repeated everywhere—even to the point of parody. Yet it also generated sympathy from hundreds of thousands of people who were either personally affected by the economy or knew others who were. For marketers, a simple, powerful message like this is often elusive, and even when you have one, it will never save a product that was poorly conceived to begin with. But when your message is straightforward, relatable and delivered on target, amazing things can happen.

Offer a solution.

The inability—so far, at least—to provide tangible solutions has become Occupy Wall Street’s Achilles’ heel. It isn’t enough to know where your customer hurts. You must have a fix, and that fix must be aligned with your customer’s goals. It would seem awkward, for example, for Occupy organizers to suggest giving more money to political candidates as a solution to the nation’s income disparity. Part of their message was that there’s too much money in politics already!

On this last point, most of us are ahead of the Occupy movement. Presumably, we actually have solutions to offer. But those solutions aren’t much good if we aren’t connecting with our intended audience. On this level, at least, Occupy Wall Street has given us plenty to chew on.

References:

Wharton School of Business: Where Does the Occupy Movement Go From Here?

http://knowledgetoday.wharton.upenn.edu/2011/11/where-does-the-occupy-movement-go-from-here/

HuffPost: Occupy Wall Street’s Marketing Problem: Can Experts Help Solve An Identity Crisis?

http://www.huffingtonpost.com/2011/11/17/occupy-wall-streets-marketing-problem_n_1098422.html

Brooklyn College: The End of Occupy Wall Street, or Just the Beginning?

http://www.brooklyn.cuny.edu/web/news/bcnews/bcnews_111215.php

By Neets – ETMG Blogger

Good research can make the difference between a quickly dismissed, “junk food” blog and one that your readers bring up in conversation and forward to their colleagues. Sure, research takes time – but it also lends authority and credibility to what you write, thus increasing its value.

Good research really will make for a better, more valuable marketing blog post. Image: iStockphoto

These research tips can help improve your blog posts:

1. Use credible sources.

The most eloquently written blog is meaningless unless your reader trusts your information. For a recent blog, 10 Tips For Eco-Friendly Trade Shows and Events, I interviewed the head of ETMG’s trade shows and events team along with our giveaway distributor; both are trusted authorities with many years of experience.

2. Credit your sources.

Always attribute quotes and passages to their sources and include where quotes are published. Citations can be attributed with the quote. For example, “ETMG President Michael Grodin was quoted in The New York Times as saying…” In the case of longer passages, documents, interviews or video, use footnotes and links at the end of the post. (See “Chicago-Style Citation Quick Guide” below.)

3. Question your secondary sources.

While Wikipedia has become the go-to site for quick reference results, it is an open platform that anyone can amend. Therefore, Wikipedia articles may contain inaccurate or biased information. If you must use Wikipedia or similar sites, check references to external sources, and then review those for context and accuracy.

4. Sharpen your online search skills.

As ubiquitous as Google has become, few people use it to its full potential. Once you figure out the premise of your blog, focus your searches on the key words in your topic. Recently we posted a blog, 5 Things You Should Be Doing With Quora. Instead of searching the more general phase, ‘what is Quora’, our blogger searched, ‘how to use Quora in social media marketing’ and ‘engaging customers with Quora’. A more focused search will produce resources that bring depth and relevance to your blogs. (See “Google: Operators and more search help” below.)

5. Not everything is online.

As easy as it is to fire up Google and search key phrases, online research is not the only or even the best source for primary information. You’ll find many offline experts worthy of an interview and plenty of books and reference information at your local library. Use them!

Remember, your audience wants more than clever writing – they need real information they can trust. When readers of your blog know you’ve done your homework, they’ll keep coming back for more.

For more information:

Chicago-Style Citation Quick Guide

http://www.chicagomanualofstyle.org/tools_citationguide.html

Google: Operators and more search help

http://support.google.com/websearch/bin/answer.py?hl=en&answer=136861