readings in public relations for july 22nd 2010

Here we are at AEJMC last year in Boston. CLICK on the picture above to see where we are going this year!

Here are a few readings I found for today! :

• the return on investment of social media (ROI)

“Using a Social Media Marketing Balanced Scorecard, marketers can evaluate a diverse set of short- and long-term benefits that are both financial and not.  This approach furnishes several benefits, such as aligning measurement to all corporate objectives and not just sales; providing a means for gaining consensus from diverse stakeholders; and avoiding short-term gains at the expense of long-term brand health.”

• 10 reasons to stop apologizing for your on-line life

“Still, the fact that life online can occasionally surprise and delight us points us towards the truth: it’s not the Internet itself that leads to pathologies like cyber-bullying, spam and identity theft. Rather it’s our decision — individually and collectively — to separate the Internet from the context, norms and experience that guide human behavior. It’s our decision to engage in online interaction as if it were fundamentally different from offline conversation. It’s our decision to label the Internet as something — anything! — other than real life.”

(KAREN’S NOTE: if you act the same on-line as off, there is no problem)

• 30 social media business case studies

“With social media on the rise, many businesses are adopting social platforms like Facebook and Twitter as part of their marketing and communication channels. Some did well and some weren’t as good. Social media is a double edge sword and the last thing that a business would want is to end up in a disaster.”