I always like it when someone poses the ROI question in discussions about the social web - ‘What’s the return?’.  Recently, I have found myself responding by asking, ‘Compared with what?’. 

This may sound like a clever-clever response but it isn’t meant to be.  There has long been a sense of what different aspects of the marketing mix are good at.  PR is good at explaining complicated messages but its value is really difficult to quantify.  (more…)

Organic search (SEO) success is based fundamentally on keywords and links. You can also make a pretty easy correlation between that and the combination of messaging and media pickups important in public relations efforts.

Search engines like Google advise webmasters to create great content and let important web sites in your industry know (to attract links).  Some of the best link sources are the hardest to achieve, such as a link in a story published at a major publication or even a industry niche publication.

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