Welcome to Media Bullseye’s weekly Radio Roundtable. Our special guest this week is Katie Paine. Katie is the principal and KD Paine & Partners, a measurement company right here in New Hampshire. She is also the author of “Measuring Public Relationships,” a prominent blogger, frequent guest speaker and panelist at social media events nationwide, and all around measurement guru.
This week, the panel discusses:
Measurement–Eyeballs vs Actions: Katie talks about the importance of urging clients away from focusing solely on the number of eyes see a particular marketing initiative, particularly in the social media space. She points out that a company could put their product in front of a million people, but if none of them are interested, it’s not going to change the bottom line one bit. We discuss the importance of finding the right demographic and getting the appropriate influencers on your side. After all, if you’re trying to sell flower pots, getting on Robert Scoble’s blog isn’t going to help, no matter how many readers he has.
Social Media Existential Dilemma – Blogger Alan Weiss (who I mistakenly call Andrew in this chat, oops!) riled up Debbie Weil and a bunch of other bloggers when he declared that, for him anyway, social media really had no business value. We discuss the merits of this argument, agreeing there really aren’t any since there are copious examples to the contrary. I note, however, that he does hint at some real issues; brands that are already established might not necessarily need social media to get by. Jen and Katie point out, however, that this technology does give them a direct avenue to their customers, and who wouldn’t want that?
The Twebinar – We wrap up by revisiting a topic from last week’s show, the Twebinar. It was a success, if you go by the number of participants, but Katie is quick to point out that if it doesn’t actually lead to any new customers for the sponsors, there might not be another one. We all agreed that adding Twitter into the mix, while it worked wonders to spread the word about the web event, was probably more of a detriment, since participants had to toggle back and forth between screens, often losing focus.