2013년 11월 25일 월요일

About 'financial metrics'|At last! Some financial metrics around t







About 'financial metrics'|At last! Some financial metrics around t








"I               threw               open               my               shop               but               found               no               takers",               said               Vallalar,               a               great               saint               and               Tamil               poet               of               18th               century.

Yet,               he               had               composed               over               5818               poems               breathing               universal               love               and               peace.

Poetic               outpourings               do               not               wait               for               audience.

In               the               same               way,               blogs,               if               they               are               passionate               outpourings,               do               not               have               to               bother               about               comments.

"We're               all               talking               but               is               anybody               listening?"               asks               Tim               McAlphine               of               Currency               Marketing,               who               is               a               Canada               based               branding               and               marketing               consultant,               promoting               social               media               concepts               to               credit-unions,               co-operative               financial               institutions.

In               his               recent               blog,               he               writes,               "It               used               to               be               that               we               counted               success               on               the               Web               by               the               number               of               hits,               then               we               moved               on               to               average               time               on               your               site,               unique               visitors               or               video               views.

But               now,               it               seems               that               everybody               is               striving               for               interactions.

These               days,               people               are               obsessed               with:               how               many               comments               per               blog               post?,               how               many               retweets               or               mentions               on               Twitter?,               how               many               comments               or               likes               on               Facebook?"
               I               agree               that               interactions               is               the               key,               but               the               emphasis               should               be               on               quality               of               interactions.

Quality               is               highly               subjective               and               it               could               mean               any               type               of               "value               creation"               in               terms               of               new               ideas,               new               businesses,               new               relationships,               etc.

While               casually               surfing               Facebook,               I               was               surprised               several               times               to               find               big               brands               doing               great               business               having               fewer               than               100               fans.

It               would               be               extremely               difficult               to               a               blog               post               with               comments,               even               in               the               case               of               some               of               the               big               social               media               gurus.

Since               July               this               year,               I               have               posted               about               34               posts               in               the               four               months,               but               received               just               one               comment               -               I               received               that               from               a               friend               to               my               first               blog               post               for               Younomy,               and               he               could               have               done               as               a               token               of               encouragement.
               If               I               had               to               go               by               comments,               my               blogging               is               a               waste               of               time.

But               I               know               it               is               not.

Blogging               helps               me               to               connect               with               new               friends               and               new               customers               for               sure.

Soon               after               I               sent               out               a               blog               on               social               media               policy,               I               was               engaged               to               write               a               social               media               policy               by               a               big               business               house               in               India.

I               keep               receive               calls               from               friends               whether               I               would               be               interested               in               meeting               their               customers,               who               want               to               know               more               about               social               media.

Almost               all               of               these               friends               do               not               read               by               posts.

But               the               fact               that               they               refer               my               name               to               their               customers               is               the               proof               that               there               is               some               mind               share               that               is               built.
               My               friend,               Kirk               Bridgman,               who               runs               PS:               Research!

&               Consulting,               talks               about               Network               Communications,               Inc               (NCI).,               a               Atlanta               based               publisher               that               provides               blogging               services.

This               company               has               1200               social               media               clients               and               employs               over               60               bloggers,               who               produce               2,500               blog               posts               a               week               (probably               employing               a               network               of               freelance               bloggers,               I               suppose).

"What               struck               me               in               the               weeks               leading               up               to               the               training               sessions,               and               during               my               time               with               the               team               in               Atlanta,               was               that               the               engagement               level               on               the               blogs               was               often               non-existen.

Few,               if               any               comments,               no               retweets,               no               'signs               of               life',"               he               writes,               adding               that               this               company               is               not               failing               their               clients.

"So,               how               does               NCI               create               value               for               its               clients               via               blogging?"               To               this               question,               NCI's               Senior               VP,               Adam               Japko               explained,               "Our               goal               is               to               drive               leads               for               clients               on               the               Web."               Here               is               a               case               study.
               As               I               had               mentioned,               in               my               own               experience,               consistent               blogging               does               create               leads.

Plus,               the               key               thing               that               drives               me               to               blog               is               not               just               about               leads.

It               is               probably               -               as               any               writer               would               agree               -               the               satisfaction               of               having               relieved               something               that               is               been               on               my               mind               for               a               while.

In               his               days               as               a               writer,               editor,               Mahatma               Gandhi               was               writing               almost               every               day               and               he               attributed               it               to               the               act               of               what               he               called               the               "soul               force"






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